James Cridland's PodNews: Your Daily Podcast & On-Demand Briefing

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👉The iHeartPodcast Awards took place last night. You can watch the full ceremony here, and we’ve published the full list of winners here. Serial won the “Audible audio pioneer award”, presented by Hillary Clinton; the Best Podcast of the Year went to Earwolf’s Office Ladies. A truly inclusive event, only four shows out of the 27 awarded were iHeartRadio productions.

👉Spotify has announced that Spotify Podcast Ads, using Streaming Ad Insertion, is now available in the UK and in Germany. BT Sport, a UK television channel, was the first to use it: advertising in the Joe Rogan Experience; while LinkedIn and MediaCom were first to use it in Germany. Unlike normal podcast ads, Streaming Ad Insertion lets advertisers know how many of their ads were heard, and by who.

👉The Verge reports that on Anchor, the only sponsor that most podcasts have is Anchor itself. We spoke to one Anchor podcaster, who’s had more than 700,000 plays on Anchor over the last 18 months. They’ve had four sponsors - three podcasts, each of whom paid around $200; and Anchor, who paid $8,600 advertising itself - a $17.50 CPM.

👉Netflix says, in its Q4/20 earnings call, that it no longer needs to borrow money for content, and is very close to financial sustainability.

👉The Boston Globe reports that podcasts are perfect for TV adaptations. “Well-crafted podcasts are enticing to TV executives because they’re prefab content that comes with a proof of concept”.

👉Pacific Content now offer a service to buy paid promos for their clients within other podcasts.

👉TruOptik is to work with Targetspot to offer advertisers audience-based targeting capabilities for podcasts. The company has details of more than eighty million US households.

👉Read More Now


👉Rephonic has launched the Podcast Audience Graph. It uses data from Apple Podcasts to display a 3D graph of shows that your listeners also enjoy. It was inspired by a blog post from Dan Misener who highlights what this data can be used for.

👉A deep dive into Triton Digital Podcast Metrics has been released by Sounds Profitable. The demonstration shows the kind of data that the platform, which is IAB certified, can offer.

👉The Hollywood Reporter has more details on the potential Apple Podcasts subscription service.

👉A podcast studio in Niagara Falls NY, USA is the subject of protests, according to WKBW. The protestors claim Peter Green, the owner of Yowawa Media Services, “is allowing white supremacists to use his studio to spread hate speech”. Green denies this.

👉Acast has announced that it has hired Elli Dimitroulakos as “Head of Automation, Americas” to expand programmatic podcast advertising. She appears to have joined last November.

👉Corey Layton has been promoted to the new position of Head of Digital Audio at ARN, which operates ARN’s iHeartPodcast Network Australia.

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👉Today marks podcasting’s 20th birthday: as Eric Nuzum tells us, the first podcast feed was produced today in 2001. In his piece, you can find out what was in it.

👉The most popular way to listen to podcasts in Russia is Apple Podcasts, with Yandex Music occupying the #2 position, according to new research on Russian podcast listening. Google Podcasts is #3, with 8% of listeners, according to an article by Эдуард Царионов.

👉ProPublica is the latest publication to highlight that “Apple Podcasts” is being used by people banned from other platforms to reach large audiences. Steve Bannon’s podcast, Bannon’s War Room (hosted by Podbean), is highlighted.

👉SoundCloud has signed an ad sales agreement with AdsWizz for 14 European markets. (SiriusXM owns AdsWizz and Pandora, which sells SoundCloud ads in the US; SiriusXM also owns a minority stake in SoundCloud itself.)

👉Spreaker has launched AdHub, a way to promote your podcast on other shows. It’s available in the US only for now.

👉Launched in June 2020, Jam Street Media has reached 1 million downloads.

👉Kast Media has chosen Triton Digital for the delivery, monetisation and measurement of its podcast content.

👉Read More Now


👉Apple Podcasts has launched a new editorial feature, Apple Podcasts Spotlight. The company says new Spotlight creators will be announced each month, “and represent a diverse range of podcast genres, formats and locations — with a focus on independent and often underrepresented voices”. The first feature is Omny Studio hosted Celebrity Book Club.
  • “Apple Podcasts Spotlight helps listeners find some of the world’s best shows by shining a light on creators with singular voices,” said Ben Cave, Global Head of Business for Apple Podcasts. “Chelsea Devantez has created a fun, vibrant space with Celebrity Book Club for listeners to gain new perspectives on the celebrities we thought we knew. We are delighted to recognize Chelsea and Celebrity Book Club as our first Spotlight selection and look forward to introducing listeners to creators like Chelsea to listeners each month.”

👉Podsights has shared their Podsights Benchmark Report, a free report showing data from podcast advertising lift reports and conversions. In it, we discover that the average CPM of all Podsights campaigns in 2020 was US$25, ads for automotive lead to the most purchases, and podcast ads heard on iPhone outperform those on Android devices.
  • Podsights, arguably the largest by volume podcast attribution player, currently sponsors our ad-tech weekly Sounds Profitable; editor Bryan Barletta wrote about how to understand lift reports last month.

👉More consolidation in the podcast space - the largest online music platform in China, Tencent has bought Chinese podcast platform Lazy Audio for RMB 2.7bn (US$416m).

👉Read More Now


👉Apple is planning a podcast subscription service ($), claims a story in The Information. The site also wonders whether Apple will kill the free podcast.
  • Bloomberg also reports on the story ($), saying that the product would be a “subscription service”, suggesting that Apple One subscription bundles could include some exclusive podcasts.

👉Apple has been testing both Apple Music and Apple Podcasts apps for Microsoft platforms in a private beta, claims 9to5mac. (You’d wonder whether Pocket Casts, currently for sale, might be a quick route for Apple to get onto Android too).

👉Spotify’s podcast pivot may not be working, according to a client note from Citi Research. The note, which Podnews has seen in full, says that “the pivot to podcasts has not (yet) materially impacted app downloads or Premium sub trends. The only thing podcasting seems to have influenced is Spotify’s valuation.” They suggest that clients sell the stock.

👉More than half of US adults under 50 are now listening to podcasts, according to new data from YouGov. However, while streamed video has increased in time-spent-watching, that’s not reflected in podcast use.

👉Last week, speakers from Stitcher, OTHERtone Media, iHeartMedia, Wondery, Cadence13 and Macmillan took part in a session at CES/Digital Hollywood. It’s free to watch, and includes discussions on talent, internationalisation, and intellectual property.

👉Michael Barbaro has apologised for attempting to silence detractors of Caliphate, and blocking people “who raised concerns about a Caliphate producer”. He has not addressed other criticisms. 
  • The Daily has now been dropped by four public radio stations: KUT in Austin, Houston’s KUHF, Marfa Public Radio and Santa Monica’s KCRW, who says “concerns we raised … were not fully addressed, such as transparency about potential conflicts of interest in its own coverage of these matters”.

👉Extremists exploit a loophole in social moderation: Podcasts, says the Associated Press.

👉When Dan Le Batard left ESPN, he retained rights to the RSS feed. Yahoo reports this allows him to keep his audience.

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