Kurt Sanders enjoyed the recent episode with Mark Ritson. Thank you for the listen and share, Kurt!
You can listen to the podcast here.
By Adam Fraser
I was proud to hit a podcast milestone this week as Episode 100 of my podcast “We’re Talking Social and Digital” with Jay Baer hit iTunes. Quite a journey all round, and I remain a passionate podcast listener as well as producer.
So I wasn’t surprised to see a leading industry report in the area of audio content trends, The Infinite Dial from Edison Research confirm that the growth in podcasting as a medium has continued in the past year.
Whilst the report is US centric (based on interviews with 2,000 Americans between Jan and Feb 2017), this is very often reflective (with a time lag) of consumer trends around the globe, and it is an extremely credible report which dates back as far as 1998.
The key trends from the report were:
- 81% of the population over the age of 12 now own a smart phone
- 58% have a subscription to a premium streaming TV service (Netflix, Hulu etc)
- 61% listened to online radio (radio online or streaming audio only available on the internet) in the last month
- The top 3 audio brands were Pandora, iHeartRadio and Spotify
- 81% of the population over the age of 12 are actively using social media
- The top 3 social media brands in terms of awareness are Facebook (95%), Twitter (90%) and Instagram (88%). Note Snapchat is growing rapidly hitting 82% this year v 71% last year
- Amongst 12-24 year olds Snapchat is the most popular social network
In terms of podcasting specifically:
- 60% were familiar with the term vs 55% a year ago
- 40% have listened to a podcast v 36% a year ago
- 24% had listened to a podcast in the last month v 21% a year ago
- 15% listen to a podcast weekly v 13% a year ago
- Weekly podcast listeners listen to an average of 5 podcasts per week
- 65% of podcast listeners use a mobile device (phone, tablet) to consume the audio
- 19% of car users have listened to a podcast while driving.
The report is packed with other interesting data insights and I recommend you have a browse.
The growth in podcasting reflects the on demand economy we know live in – consumers are putting together the precise audio content they desire, and listening on a device of their choice at a time that suits. It’s hard to argue this is not a superior product to scheduled, broadcast radio. With this product advantage tied to the potential upside from connected cars, I would expect podcasting’s growth to continue for some time.
By Adam Fraser
Quite an ambitious blog title…
It can be hard in the fast moving, hurly-burly of the tech, marketing and social media landscape to see the bigger trends. We inevitably get caught up in features and functions, campaigns and month to month incremental changes.
In the EchoJunction podcast, I intentionally go long form (45-60 min episodes) to try to dive deep on particular topics ranging from Blockchain to VR, IOT to the future of advertising and look at strategic developments in the landscape.
Two pieces of content I recently consumed are definitely worth checking out in the context of “seeing the wood for the trees” or “joining the dots”.
On his excellent weekly podcast, Mitch Joel chatted to Google’s resident Digital Marketing Evangelist Avinash Kaushik to dissect the intersection of marketing and analytics. Given the importance of Google in the digital landscape, hearing about their future direction and the importance of AI was fascinating.
Linked to this podcast, Avinash recommended a video by Benedict Evans – “Mobile is eating the world”. Looking at uber long term trends, Benedict looks at the mobile revolution (we have now hit 2.5bn smart phones!) then discusses the impact of Google, Apple, Facebook and Amazon moving from mobile first to AI first. He talks about the pending massive disruption in the retail industry together with changing dynamics in content, manufacturing, cars and much more.
If you can find a quiet couple of hours to put a wet towel on your head and think about where all of this is heading, I think you will find these two pieces of content highly thought provoking and worthwhile.