In this post, I trace the history of podcasting over the past 15 years, from desktop and iPods, to smartphones and smart speakers, including defining what a "podcast" even is.pic.twitter.com/pq5thQGYTM
we can only see what we think is possible...
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In this post, I trace the history of podcasting over the past 15 years, from desktop and iPods, to smartphones and smart speakers, including defining what a "podcast" even is.pic.twitter.com/pq5thQGYTM
Apple Podcasts is still in the lead with 60%+ market share, but Spotify has risen from nearly nothing until 2015 to almost 10%. Here's some data from Libsyn and other sources:pic.twitter.com/0aMzsAjOCc
The latest stats on listeners: there's still a gender gap in podcasting skewing male, but it's narrowing. And the demographic of listeners is still not your average American -- almost 1/3 have a graduate degree and 1/2 make more than $75K.
We created a taxonomy of podcast producers, which illustrates the power law of content. Everyone from media companies to public radio to (what @smc90 calls) "cult of personality" shows.pic.twitter.com/G3LsfU5mmK
What the US podcast industry can learn from China audio apps like the unicorn Ximalaya: taking a broader view of what audio content can be--including interactive and social audio--and how business models can more closely align with product.pic.twitter.com/AYlzLNMNzv
Podcast advertising is doubling year-over-year, but is limited due to lack of infrastructure, targeting capabilities, and attribution. Most shows don't monetize at all, and some hit shows with millions of listeners still need pledge drives!
We also discuss exits including Gimlet and Anchor’s multi-million dollar acquisitions and what they mean for the startup landscape. And take a tour through what's going on in startup-land now: lots of new consumer apps, vertical audio apps, and VC-backed production studios.pic.twitter.com/9UXcYHlBIf
For investments in audio, some of the factors we look for include:
- network effects
- full-stack startups (content + monetization + user relationship) when possible
- differentiated in-depth content
- alternative monetization models (@conniechan has written about outgrowing ads)pic.twitter.com/bRhUWoYwyu
And finally, we outline a few ideas we’re excited about: vertical audio apps, social audio, & platforms to help creators monetize and establish deeper relationships with their audiences. If you are working on anything related to the above, I’d love to talk more!pic.twitter.com/2aFNzEkdL4
Patrick, thank you! Indeed, Li has made an amazing posting here. The next phase of Podcasting is the intelligence-in-the-channel: using #VoiceFirst AI to mediate the massive content available-interactive. I have many ways to reach this and doesn’t require GAI. A big opportunity.
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