YouTube delivers bigger, more engaged audiences: Podtrac

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Exclusive: In new research from Podtrac, YouTube is the most popular platform for podcasts that post full video. 22% of Podtrac’s top 250 podcasts are posting full video episodes to YouTube - which do particularly well on the platform, with bigger and more engaged audiences. You can grab a copy of the research here.
Campari Group has suspended all advertising with Spotify, following an error we reported yesterday promoting Campari’s Wild Turkey whiskey brand on a number of podcast pages. In the company’s statement, it says “We are disappointed that the implementation of the campaign by Spotify was inconsistent with our advertising code and have paused all media with Spotify pending results of the investigation”.
The US’s largest podcast publisher SiriusXM has acquired podcast producer Team Coco, and its podcast Conan O’Brien Needs A Friend ▸. Conan has entered into a five year talent agreement with the company. The Wall Street Journal reports the deal is valued at $150m.

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Subscribe to the Monetize Media podcast — The show which interviews podcasters and creators about how they monetize their audience. Hosted by digital media veterans Kyle Scott and Jason Ziernicki, who sold their business for $25 million.

Ad buyers want to buy short podcast ads; podcasters are pitching longer ones, says Digiday. The website suggests it’s because the longer ads earn podcasters more money (though it might be because they’ll work better for the client).
American Girl has launched a new, family-friendly, podcast network with three initial shows. The network is ad-free and “will amplify the brand’s digital and creative storytelling—sparking imaginations and a love of reading”.
A new original podcast from SALT and Amazon Music has launched. Become is a health and wellness podcast, designed to give listeners “a daily dose of relaxation and mindfulness that gets them energized to tackle whatever is next”.
RedCircle has signed a partnership with Drew Binsky, the host of Roots of Humanity. A popular YouTuber, Binsky will monetise his show and grow his audience with the platform.
German company Podstars has surveyed 2,000 German podcast listeners and released the Podcast Survey 2022. 95% accept podcast advertising as a way to monetise their favourite shows; the vast majority find new shows to listen to via social media. 22% have purchased a podcast subscription so far.

Moves and hires

Sara Naz Jadbabaie, Sarah Adams, William Cagle, and Ellie Katz recently joined the podcast strategy team at FRQNCY Media. Nathan Tower also joined the team as a podcast producer.

Podcast News - with Lemonada Media

Founded in 2019 by Jessica Cordova Kramer and Stephanie Wittels Wachs, Lemonada is an award-winning, independent, audio-first podcast network, with a mission to make life suck less.

From Lemonada Media: Tune into New Day ▸, now available three times a week! On Mondays and Wednesdays, therapist and grief expert Claire Bidwell Smith shares actions you can implement to make meaningful changes in your life and also answers your questions. And on Fridays, she’ll interview a thought-provoking guest.

Stories of the materials used in making art are often as thought-provoking and illuminating as the objects themselves. From The Metropolitan Museum of Art, Immaterial ▸ examines the materials of art and what they can reveal about history and humanity. Each episode looks at a single material: paper, clay, jade, shells, and others, exploring the qualities and meanings that are often overlooked. It’s produced by Magnificent Noise.

The Art of Longevity ▸ is returning for a new season. The well-reviewed show features informal, in-depth conversations with celebrated music industry icons and established, respected artists, and is hosted by music industry veteran Keith Jopling.

Podevents

BEGINNER WORKSHOP Framing Your Podcast · May 24 · Virtual · free
Celebrating Asian Voices: Storytelling Podcast Week Live Episode · May 24 · Virtual · free
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