This is the Download from Sounds Profitable, your daily source for the essential news of the business of podcasting brought to you by Speaker from I Heart, I'm Gavin Gattis. Here's what you need to know for today, Wednesday, September 11th. First up, Podscribe launches IPv6 tracking solution to prevent loss of up to 50% of podcast ad results.
As the switch from IPv4 to IPv6 continues to gain momentum, Podscribe urges the potential future where podcast advertisers could lose up to half of ad performance data during this between period. A lot of attribution systems rely on IPv4 addresses leading to crossed wires and lost data, causing underreporting of campaign results.
Podscribe has updated their web tag to track both kinds of IP addresses and encourages advertisers to contact their providers to check if similar safeguards are being put in place. First up, Amazon continues to drive streaming ad prices down, says Fox CEO. According to Lockle and Murdoch CEO FoxCorp, the introduction of ad-supported Prime Video content has flooded the streaming market with supply, bringing down streaming prices in general.
The new inventory joined the fray back in January with the rollout of ads on Prime Video, which Amazon says reaches 115 million viewers in the US. A massive influx of available inventory on a very popular market provided by a company well regarded in that space may have knock-on effects for podcasting in the short term. And finally, four ways creators have influenced the 2024 presidential election.
Influencers have created unexpected third places in their content, such as in live streaming, becoming more common political hangout activities. For example, Alexandria Cazio Cortez made an appearance playing among us with Twitch Pundit Hassan Piger in 2020, getting 430,000 concurrent viewers. Now creators like Piger are being invited to election events, such as multiple live streams done directly from balconies of the DNC in Chicago last month.
Research from a 2018 study from McKinsey suggests Gen Z audiences tie content consumption closely to expressions of their identity, meaning they seek the political views of their favorite creators and want politicians to produce more content. If there's a little thing called podcasting, a medium known for high audience engagement, strong pair of social bond-building capabilities, and a healthy political sphere.
As for the rest of the news, Paul Riesman-Del from Signal Hill Insights explains why companies should aim to be insights-driven rather than data-driven and how that translates to more actionable results, and an inside look at YouTube's NFL party with top creators and how it's distributing the Sunday ticket service. Be sure to check out the links to every article mentioned right in your podcast listening app or it sounds profitable.com where you can also subscribe to the newsletter version.
The download is written and produced by Newton Shaddle-Cottie myself, Brian Barletta, and Tom Webster. This episode is hosted on Speaker. Here sounds profitable, I'm Gavin Gattis, download us again tomorrow.