![]() "I don't think listeners noticed that there are fewer new podcasts in 2022," Fang said.An analysis at Podnews suggests that the Listen Notes tally doesn't include Spotify exclusives. Furthermore, Listen Notes' 80% drop in new shows might have more to do with Spotify's widening role in the podcast universe.Listen Notes found over 25 million new episodes were released in 2022. Edison's data found that there were 74 million weekly listeners in the U.S. ![]() ![]() Millions of new podcasts are still being made every year to millions of listeners. Yes, but: Podcasts appear to be entering a new phase, rather than phasing out. And while a slowdown in podcast ads doesn't yet appear to have materialized, “Some of the shininess has worn off,” Molly Schultz, senior vice president of integrated investment at advertising agency UM, recently told Digiday.A report from Insider Intelligence showed a forecasted drop in podcasting advertising to 27% growth from 55% in 2023.Global ad spending is poised to be even slower in 2023 than originally anticipated.State of play: Podcasting's show and listener slowdown has coincided with a larger reckoning for the tech industry’s advertising business. "People tried out podcasting during COVID, created one or two short episodes, then moved on and abandoned the show." "The big drop is mostly low-quality shows (e.g., one-episode shows…), which is actually a good thing for the industry," Listen Notes' CEO and founder Wenbin Fang told Axios.These shrinking numbers can, in part, be chalked up to a rebound, after the pandemic inspired a boom in new shows and gave many people more time to listen. Additionally, data from Edison released in December found declines for the first time in monthly and weekly U.S.A December report from Insider Intelligence also shows listener growth in 2022 shrank to only 5% after years of double-digit percentage growth.What’s happening: Podcast search engine Listen Notes’ updated 2022 stats showed an 80% drop in new podcasts created last year. Its $1.5 billion size in 2022 was minuscule compared to the nearly $70 billion spent on TV ads last year. The podcast ad market has not grown as quickly as many hoped.Fewer people are creating new shows, networks are having difficulties recouping investments, and longtime podcasters are on the hunt for ways to keep their shows sustainable.Why it matters: Podcasts changed the listening habits of millions of people over the last decade, but the once-groundbreaking format has settled into a more precarious middle age. Podcasting has emerged out of years of rapid growth and a pandemic boom to face an identity crisis as its ecosystem contracts, advertisement slows and the medium eases into maturity.
0 Comments
Leave a Reply. |