?? This industry-leading report tells you everything you should know about consumers' changing listening habits

More people are listening to podcasts while commuting than ever before. Spotify is clapping back against the white noise podcasts eating into their annual revenue. And apparently 48% of us are listening to podcasts to fall asleep.

We've rounded up the last week's top headlines from across the podcasting industry in one place so you don't have to. Here's some of the headlines we've got for you this week:

• A brand-new 23-page report dives into the power of comedy podcasts
• Sophie Anderson shares the top four podcast listener trends that advertisers need to pay attention to
• Danny Brown has specific suggestions for how podcasters with smaller audiences can successfully monetize their shows

Alright, enough with the breakdown! Let's dive straight into the roundup.

?? This Week's Top Headline

The latest "Podcasting Today" report reveals telling insights about the changing listening habits of US podcast consumers

• Powered by data from Nielson Market Research and Edison Research , the "Podcasting Today" report covers the podcasting landscape across the United States. Here are some of the most interesting stats they unearthed.
• The number of Americans listening has increased by 45% in the last five years, and more than doubled in the past decade.
• Weekly US podcast listeners averaged 9 podcasts in the last week.
• Among consumers 18-34, heavy podcast listening time (10+ hours) increased by two thirds in the past year.
• Listening in transit is on the rise, with 43% of listeners aged 18-34 and 35-49 tuning in while in the car or on public transport. This is compared to 40% and 38% in the respective age groups one year ago.
• The number of monthly Hispanic podcast consumers has nearly doubled over the last 5 years.
• Co-listening between teenagers and parents has increased, with as many as 47% of teens aged 13-17 listening to episodes with their parents on early weekday mornings.
• In the past five years, True Crime's audience has doubled while Fiction has nearly done the same. TV & Film has grown by nearly 70%.

To discover the full range of insights from Nielson and Edison Research, make sure to read the full report here.

?? This Week in... Podcast Advertising

• Global has released a 23-page report diving into the power of comedy podcasts. "Show Me The Funny" looks at comedy podcast content and engagement, what makes comedy podcasts unique, and how brands can leverage the power of comedy podcasts.
• New research from Acast has found that nearly half (48%) of podcast listeners are using podcasts to fall asleep. Their report, "Dreams to Dollars", highlights that listeners who use podcasts to fall asleep are less likely to skip ads, remember them the next day, and even make purchases based on the ads they hear, making it an engaging advertising channel. Dive into the full report here.
• Writing for ADWEEK , Sophie Anderson , Associate Director, Podcast Sales Marketing at SiriusXM , dives into four podcast listener trends that advertisers need to tap into. We highly recommend you check out her insights, it's a fascinating read.
• On The Media Leader UK , Spotify 's Head of EMEA Sales, Rak Patel argues brands need to wake up to the power of digital audio or risk missing out where audiences are, and gives five tips to get started.
• Libsyn announced its August 2023 Podcast Advertising Rates, including the highest and most accessible CPM categories. The three highest CPM categories in August were Technology, Education and Arts, all commanding $26 CPM.
• CUMULUS MEDIA | Westwood One released their first exclusive analysis of Edison Research 's Q2 "Share of Ear" report, the long running audio time use tracking study. You can export their extensive findings here.

?? This Week in... Podcast Platforms

• As we've reported before, Spotify has been losing a significant portion of it's annual revenue to white noise "podcasts". Now, they're supposedly taking action. As The Verge writes, white noise podcasters will no longer be permitted to participate in Spotify’s Ambassador Ads program, as of October 1st. Learn more in their full article.

?? This Week in... Podcast Marketing

• On Forbes , Dana Nowick, J.D. Candidate, MBA , Chief Marketing Officer at TSG Invest , writes about what to consider when you're thinking about being a podcast guest vs. starting your own podcast for marketing purposes. Read her article here.
• MarTech Series dives into the transformative influence of audio advertising in today's media and entertainment landscape. The article emphasizes the advantages of audio advertising, such as audience engagement, precise targeting, and its ability to create strong emotional connections with listeners. Additionally, it highlights the growing popularity of podcasts and their impact on advertising strategies, including host-read endorsements and integrated placements.

??? This Week in... Podcast Production

• In his latest Substack, Danny Brown , Head of Podcaster Experience & Support at Captivate Audio Ltd, discusses podcast monetization strategies beyond traditional advertising for shows with smaller audiences. He dives into alternatives including forming direct sponsorships with local businesses and leveraging loyal audience support through tips and memberships, ultimately highlighting the importance of catering to the audience's needs and interests in monetization efforts.
• The team at We Edit Podcasts dives into the 10 warning signs that you might need to revamp your podcast, including declining engagement, stale content, and off-topic episodes.
• Podmatch 2.0 has been released. The service functions "like your favourite dating app", but for podcast guesting, matching guests to hosts for interviews.
• Remote video podcast recording suite Zencastr has launched their iOS app, as well as an AI-powered tool called ZenAI that can help creators extract clips from their episodes.

?? This Week in... Podcast Community

• The Washington Post released a fascinating article about "non-stop podcast listeners" who have background media such as podcasts and YouTube videos running constantly. The article examines the various needs this habit meets, from mustering focus for tasks to combating feelings of loneliness, and what the experts have to say about it.
• The Verge spoke to Kevin Y. Brown, PMP , Chief Content Officer and Head of Strategy at Afripods , about how the podcasting platform is spreading awareness of podcasting as a medium throughout Africa. Check out the latest edition of their Hot Pod newsletter for the full Q&A.

?? Poddster in the Spotlight

Aeolian Sands by Jonathan Ivan-Duke and Murtaza Khurshid

Co-founders of strategic communications advisory duke+mir , Jonathan Ivan-Duke and Murtaza Khurshid were prompted to start their podcast, Aeolian Sands, after shared video calls during the pandemic. Aeolian Sands explores the enthralling opinions and interesting news from across the Middle East, revealing unique insights about the region's businesses and people.

Poddster offers a plug-and-play ecosystem that is easy to use, we can rock up and just get straight into doing the podcast with very little set-up time. The team are very passionate and helpful, making the entire process simple and fun.

In terms of content quality, Aeolian Sands is one of the most outstanding shows coming out of our studios. As our digital marketing and content manager Jessica Tamar Young says, "This show is like sitting next to the smartest, most interesting people at a dinner party. They ask the right questions, reference the coolest studies, and share news you actually WANT to hear."

Watch Jon and Mir's latest episode ??

?? Your Weekend Listening Lineup

Save yourself the hassle of searching for new shows on Spotify. Here are the latest episodes from our studio that you should have queued up.

Arab | The MOST WANTED man in Lebanon | Ep 136 Jibber With Jaber

Listen to the latest episode of Jibber with Jaber, hosted by AJ and featuring Arab, renowned video content creator.

Doctors Dont Tell Us This About Gut Health !! Specialist & Celebrity Nutritionist Mary Cristine

Listen to the latest episode of the Untempered Podcast, hosted by Naila Nazer and featuring Mary Cristine.

Episode #25 - Empowering Women in Fitness: Amy Jean Fox's Journey to Resilience and Wellness

Listen to the latest episode of The Lifestyle Hub, hosted by Jason Grima and featuring guest Amy Jean Fox.

Tips From the Founder of Reebok | Brands Through Stories

Listen to the latest episode of Brands Through Stories, hosted by Nina Seredai-Udalova and featuring guest Joe Foster .

?????? ???????: ????? ???? ??????? ???? I ?????? 38

Listen to the latest episode of Shawt Al Jamaheer's podcast.

Time - Anything Everything Episode 7

Listen to the latest episode of Anything Everything, hosted by Sami N. Dandachi and Tarek Abou Chakra .

EP09 - Broke in Dubai

Listen to the latest episode of Let's Talk DXB, hosted by Sharon Missah and featuring guest Eric Fit.

How To Create 59 Pieces of Content in 3 Hours

Listen to the latest episode of Biceps & Banter, hosted by Mike Harrison and Dan Meek.

Lyve Talks Episode 11: The Evolution and Impact of Digitization on the F&B Industry

Listen to the latest episode of Lyve Talks, from Lyve Global and hosted by Karim Bakhache , featuring guest Costas Papadopoulos.

?? Thank you for tuning in!

We hope you found this first edition of This Week In Podcasts helpful, informative, and engaging.

As always, feedback is welcome and appreciated. Tell us what you'd like to see more of, whom you'd like to see featured and more.

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Catch you next week ??