This is The Download from Sounds Profitable. Your daily source for the essential news in the business of podcasting brought to you by Speaker from My Heart, I'm Gavin Gattas, in for Tom Webster. Here's what you need to know for today. Thursday, April 25, first up, Survey of Podcast Usage in Japan. Japan-based digital audio advertising agency Otonal has partnered with the
Asahi Shimbun Company to produce Survey of Podcast Usage in Japan, Number 4. The survey is built from 10,000 respondents, age 15 to 69 in Japan, and 800 daily podcast listeners selected by demographic breakdown. Key findings include that podcasts are as popular as TikTok consumption across all age groups, approximately 50% of listeners consume more than three shows regularly. Podcasts Usage across all populations was 15.7%, though unfiltered for teens, it rises to 32.8%,
and 25% for respondents in their 20s. Next up, Acast Annual Report by Brad Hill, in which Hill breaks down the 94-page full-year summary report from Acast. Highlights include net sales of around $150 million USD with a gross margin of 32%. In a segment illustrating advertiser benefits, Acast shows podcasting averages 6.2 times, long-term return on advertising spend compared to 4.6 times for social media and 4.5 for online
video. Acast is also issued to release this week, celebrating a decade of podcasting. Next, we're going to wheel out the TV on the little cart because it's time for video podcasting on YouTube, what creators need to know. YouTube liaisonranayritchie has published a six-minute
interview with YouTube's CPO, Johanna Voolich, about podcasting on YouTube. Voolich discusses video podcast audiences desire for a video element, but also their ability to listen while on the go, which is in line with sound you can see is findings when surveying video podcast consumers. Respondents enjoy video podcast content that promotes lean-in attention, but also have no problem switching to audio versions of the same podcast when switching to more engaging tasks like chores
and driving. And finally, MRC-RC releases invalid traffic update includes property level reporting. The MediaRatings Council has released an update to invalid traffic or IBT guidance for third party measurement firms. This guidance meant to be used by advertisers to avoid buying fraudulent ad inventory includes new variants of domain-smooping and property level reporting. The latter is
intended to address the proliferation of made for advertising websites. The new guidance establishes classification with the intent of enabling filtering of known bad actors in the future. And as for the rest of the new Stephen Goldstein covers the current and future pitfalls of AI-generated audio and what companies need to consider before implementing generative content, and Tribeca Festival has announced their 2022 audio storytelling program with audible returning
as exclusive sponsor. Be sure to check out all the links to every article mentioned right in your podcast listening app or at SoundsProfitable.com where you can also subscribe to the newsletter version. The download is written and produced by Brian Barletta, myself and Tom Webster. For SoundsProfitable, I'm Gavin Gattis, Download us tomorrow.