Reports Audio

Podcast market value chain The next investment is the listeners

Report by Annie Langston
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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