From our daily newsletter, the latest from podnews.net, with CoHost's advanced audience demographics. Podscribe released its Q3 24 performance benchmark report. Among the findings in US podcast advertising, while host-read ads do work better because they cost more, the cost per acquisition is actually the same as running produced spots, and longer reads are more cost-effective.
It also says that all advertisers only reach 25% of total monthly podcast listeners, so there's significant potential for growth. Here's the company's Amelia Coomber.
Audio is not a medium to be taken lightly. With all the stuff going on in the industry right now, I think it's a shining light to again speak to the exciting opportunity that is in front of us.
In the US, YouTube is the service used most often to listen to podcasts, according to new research from Edison Research. 51% of weekly podcast listeners aged 13 and over choose YouTube as the service they use most to listen to podcasts, Spotify's at 27%, and Apple podcasts at 15%, according to the data.
Attribution and analysis company Magellan AI has successfully joined the list of companies compliant with IAB Podcast Measurement Guidelines version 2.2. A number of companies haven't recertified since 2021, although the IAB Tech Lab tells us that annual recertification remains a requirement. However, a few companies will be removed by the end of the year after choosing not to recertify, the company said, but they wouldn't confirm who.
BBC Studios used Triton Digital for audio advertising and analytics tools for podcasts outside the UK, making the broadcasters' podcasts available to over 50 ad exchanges on Triton's global audio marketplace. The BBC continues to work with Acast, who are "excited to continue working together to grow the podcast market globally". Meanwhile, The Guardian has renewed its global podcast contract with Acast. The two companies have worked together since 2017.
There have been a number of job cuts at Canada's Rogers Sports and Media. Among wider cuts through the company, casualties include Jordan Heath-Rawlings, the host and EP of The Big Story, alongside Mary Jubran, an editor and audience development specialist, and producers Robin Simon and Joseph Fish. Earlier this year, Rogers closed Pacific Content. The company's strategy appears to be a focus on a shrinking radio business.
Scott Galloway writes a blog post today saying that his ProfG podcast portfolio will register 2025 revenue of around $10 million. He says he employs five producers, two analysts and a technical director and sound engineer, and he spends 8 to 12 hours total per week on the podcasts. Also blogging today, DWNLOAD Media's Chris Peterson, who says that Spotify's video strategy feels completely one-sided, focused on growing Spotify's premium product rather than growing the podcast industry.
Like YouTube, Spotify is now displaying auto-generated wide 14x9 thumbnails for video podcasts for some users of the app. Tomorrow is the last day to submit your entry to the Ambies. The ceremony is in Chicago on March 31st and submissions are open for the fourth edition of the Ondas Podcast Awards. They're awards for the Spanish-language sector, divided into three categories - general, specific and special.
And popular iOS podcast app Overcast has received an update that adds listening stats and four to 48-hour listening history. The app has also received a price increase. Overcast Premium is up from $9.99 to $14.99 a year. You absolutely don't need premium to use Overcast, but supporting your developers is always a good idea. And in podcast news, The Podglomorate has shared predictions for podcasting in 2025 from 18 industry leaders in its popular Podcast Perspectives show.
And Puma Green Flags launches today, hosted by Manchester United captain and lioness Maya Le Tissier, fashion and lifestyle guru Oli Bromfield and pro-footballer turned content creator Moses Duckrell. It's a five-part video podcast to showcase how even small changes can make a big difference in reducing our environmental footprint. It's made by Mags creative; and veteran radio DJ David Hamilton has launched a new podcast aimed at over 65 year olds.
Wise words talks about maintaining friendships, cooking traditions, learning in later life and navigating modern technology. The podcast was launched following research that revealed that the average over 65 spends less than an hour a day talking to other people. And this podcast is sponsored by CoHost. Get in-depth insights into who your podcast audience is, including income, family members, social media habits, age and more with CoHost's advanced audience demographics.
You can book a demo today, you'll find the link in our show notes and that's the latest from our newsletter to read all the stories and subscribe we're at podnews.net.