Well, it finally happened.
210 editions in and Neil has finally let the DoPSOTE write the newsletter. I feel like running down a grassy knoll at full speed. Free. Exhilarated. Might fall over and twist my ankle at any point. Now then, much to everyone’s relief, I will never be Neil. That said, I can hope that you’ll be entertained and informed this Friday morning. Reply back and let us (Neil) know what you think.
Podcast Analytical Celebration
An Edison Research and James Cridland double bill? For Podcast data geeks like myself, this is like Christmas and Birthdays together. I have James’ masterful ‘how to understand podcast stats’ as a bookmark for its clear-eyed, no BS guide into the labyrinth world of Podcast Analytics. And as I write this he’s presenting alongside the clever people at Edison with a jar of vegemite. I sit on 6pm Webinars so you don’t have to.
This was their latest podcast research measuring a US audience. As the world’s biggest podcast audience, and the audience that is driving the platform’s decisions – it’s important.
A few insights for you:
- In Q4 2024, the service most Americans used to consume podcasts was YouTube – 31% YouTube, 27% Spotify, 14% Apple Podcasts. The big scary number for Spotify which is driving much of the rest of this newsletter.
- Just ‘Watching’ podcasts is small. So 7% of All Weekly Listeners, out of 55% overall. So the vast majority are listening as their primary mode of consumption. But – it is driving the small growth in podcasts year on year- without it US Podcasting would be pretty level with 2024 (47% 2024, 48% 2025), and the ‘watching’ audience is more male and the rise is bigger (8%) in the 12-34 age-group.
- In-Car Listening is growing swiftly in the US, 40% now listen to some kind of digital audio. Apple CarPlay is a big feature-ask for any new car-buyer. This is where a lot of the new platform growth is coming from. And the eyes will stay on the road while the ears will be entertained.
Depressingly, they also look at divisions between Democrats and Republicans, and they also drive a lot for a long time. Driving 3 hours to have lunch is a thing.
Gen-Z and Podcasts (or Spotify vs YouTube Part 1)
Back when I heard about Gen-Z first, in the heady days of 2010, I assumed they’d be like robot people – plugged in to their devices 247, walking along the street watching an influencer micro-video-blogs on some robo-goggles whilst expertly weaving through the crowds in a mega-city. Now I actually live with one (my 16 year old son), I realise they’re much more into craft and real stuff then I could have ever imagined. He has 10 vinyl LP’s and no record player. I sat with him for two hours and watched Mulholland Drive on actual film in an actual packed cinema on Sunday night. It was beautiful and authentic and real. You could see the scratches on the film, you could hear the actual projector clicking. And the crowd? Gen-Z.
This analogy stuck with me when I saw Transistor’s research on Gen-Z’s consumption of podcasts. 56% prefer Spotify, 21% prefer YouTube, and 10% prefer Apple Podcasts. Of that Spotify audience a whopping 88% listen to audio only, and 12% prefer a mix of video and audio. The lazy insight in the industry is that YouTube is winning the podcast game, all the kids are watching podcasts now (or interview shows with big microphones in) and billions of minutes of time are being spent. Yes, YouTube is an amazing platform, and increasingly is TV, but I wonder how much of those billions are open tabs playing while the listener looks at his letterboxd account, rather than the video. How this shakes out will be fascinating.
Alternatively, ‘RSS audio platform’s research reveals that audiences love audio’ should also be taken with a modicum of salt and a healthy dose of cynicism.
Spotify vs YouTube part II
The logo of Spotify is lovely. A big green round badge with a cool little sound-wave playing to the top right hand corner. It’s pure sound. When I first worked with Spotify in 2012, their laser-focus on audio was a defining strength. A music library in your pocket. Unlike the multi-faceted Apple, audio was Spotify – and Spotify was never satisfied.
So now, when my favourite podcast defaults to video, and tries to download a big video file rather than an audio file, and I find myself watching essentially a zoom call, squinting my eyes to look at Rory Stewart’s kettle – is that a good thing or a bad thing?
And I get it. YouTube shouts loudly with big red trousers. It casually places a podcast tab on its TV home-screen. Those lucrative video CPM’s are hard to ignore. To be able to choose to watch a video podcast as a Spotify Premium member, without ads, is nice.
But it is undeniably messy. Podcasters have relied on audio ad and host-read revenue to keep going and make their time worthwhile. Swapping over half of your downloads (and audio ad money) to embrace video and unknowable subscriber revenue is risky. To watch a video ‘host-read’ of a host reading a script into a laptop isn’t premium.
For podcasters, whether brands or creators, it underlines a few home truths: 1.) Don’t rely on a single platform, because the platforms will always win, as Californian product managers can cut your revenue to a small fraction with the press of a button 2.) It makes owning your own revenue streams – through membership, events, social content, merch, and the valuable love of your fans even more important 3.) Podcasting is still young – nobody’s perfect, no platform is perfect – we all need to dive in and be ready to adapt, episode by episode. We’ll be watching closely – and we’ll be advising each of our clients to be where their audience are, giving them value in return for their ears and eyeballs, and where possible, creating an always-on multiplatform franchise. If that’s what you want.
Harry Lampert gets the low down on diseases…
Drinking quarantinis before it was cool, Epidemiologists Erin Welsh and Erin Allman Updyke take a deep dive into different disease in each (mostly) stand-alone episode, exploring where it came from, what happens to us when we get infected, and how afraid should we be today? Opening with first hand accounts from survivors or medics, This Podcast Will Kill You gives an instant expert style introduction to different diseases and highlights the importance of acknowledging both the good and the bad of medical research and where serious (mostly) historical medical malpractice has led to new cures and life saving treatments today.
Featured Episodes:
Ep 20 Prions: Apocalypse Cow
Ep 86 Typhus: Another Lousy Episode
Ep 118 Asbestos: Corruption and cancer and corporate greed, oh my!
Richard Blake takes an interest (get it?) in the economy…
I have a lot of time for Gary. In fact, I found myself watching a 15 minute TikTok video from him last night. He’s stretching what a podcast is here – its basically a video of him sat in his kitchen talking about wealth inequalty- part economics, part history, part story of a trader-done-good, part class-warrior. Like any good populist, he’s trades in simple solutions to complex problems. I disagree with some things he says, but he’s undeniably smart, accessible and his influence is growing quickly. And the clarity of his thinking and speaking is undeniable. I do admire the form – the same lectures, the same content- whether it’s YouTube, Podcast or TikTok. What holds your attention is his story and his argument. Well worth watching or listening.
What we’ve been listening to this week
Not since the first series of the Traitors has one series dominated the group-chats as much as this show. Much has been written about the series’ themes of internet safety, toxic masculinity and modern parenting; what hasn’t been covered so much is its technical craft. Not only are we immersed in that one continuous shot, which dares the viewer to look away, but the sound-design is something that we’ve been lip-smackingly drooling over all week. It sits you right there in the centre of the action, it moves around you, it swirls and never distracts. Close your eyes (you may have to) and listen.
What we’ve been doing this week
Most of our audience read this on a Friday morning. Stuck for a lunch idea? Have a relaxed attitude to balanced nutrition? I give you the latest installment of our waffle-off – the Burger & Waffle Sandwich courtesy of Ben Lovett – Managing Director – Corporate & Technology at Red Consultancy.
Gourmet burger waffle sandwich – edible with or without alcohol in your system….
1. Butter x2 slices of a good poppy seeded white bloomer. 1.5cm thickness of slice.
2. Sear x2 Heck steak & butter burgers in a frying pan with a little chilli oil before oven cooking on a lined baking tray with x2 Birds Eye Potato Waffles for 12 mins
3. Remove the burgers and waffles, slather the top side of the burgers with Tubby Tom’s Smoky Maple x Dark Ale BBQ sauce, and then build the sandwich up: bread, waffle, burger, burger, waffle, bread. Add a sprinkle of salt and pepper as required
4. Plate with a couple of Crooked Pickle Spicy Gherkins and a mug of piping hot builders’ tea
5. Sleep.
I think we all shall. Have a lovely sunny weekend all.
