Podcast market value chain The next investment is the listeners
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20,000 foot view: Investments from major audience platforms in audio infrastructure, such as hosting platforms and advertising, kickstarted the growth of the podcast market. With the basic infrastructure now in place, it is time for the major platforms to focus on growing the format by expanding listenership and user experience. While each platform has different strategies to reach this goal, they all (more or less) have the necessary tools to do so.
Key insights
- After initially infrastructure over user experience, major platforms are now shifting focus the latter
- The podcast is a crucial investment to the audio market as it audience analytics and monetisation opportunities creators
- The global value chain from creation through distribution was worth billion in
- Spotify and are catching up to the of audio-native companies, such as and SiriusXM
- Increased partnerships audience platforms and podcast studios expand potential audience reach and appeal
- Apple’s additions creator and network subscriptions, as as partnering with creative studios, the opportunities for both direct indirect podcast monetisation
- Google can on the underserved spaces of discovery and video podcasts as develops its podcast vertical
- Radio broadcasters unique distribution channels and ad abilities to increase their market such as exclusive ad deals podcast companies and doing more integrate digital audio in the
- Investments in marketing for creators is an for major audience platforms to creators to their services
Companies and brands mentioned in this report: Acast+, Acast, AdsWizz, AdvertiseCast, All Things Comedy, Amazon, Amazon Music, Anchor, Apple, Apple Pod, Apple Podcasts, Apple Podcaster Program, Apple TV, At Will Media, Audacy, Campside Media, Chartable, Content Allies, Critical Role, Crooked Media, Disney, Entercom, Facebook Groups, Freakonomics, Futuro Studios, Google, Google Home, Gusto, HBO, iHeartMedia, iHeart, Jigsaw Productions, Julep Media, Lemonada Media, Libsyn, Luminary, Megaphone, Meta, Moonbeam, Netflix, Pandora, Pineapple Street Studios, Podchaser, Podsights, Podspike, Podz, Resonate, SiriusXM, SmartAudio, Spotify Ad Studio, Spotify Car Thing, Spotify, Stitcher, Studio Resonate, TikTok, Triton Digital, Twitter, Voxnest, Whooshkaa, Wondery, YouTube