Podcasting has been growing "slow & steady" for a decade. Last year "monthly listeners" grew by 15%. The year before it was 23%. Before that, it was 8%. These numbers are healthy but don't represent meteoric growth.pic.twitter.com/iF8xs6oA1b
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It’s a good question! A few thoughts: 1. The “new model” (Anchor’s ad marketplace) has yet to prove that it can attract those advertisers. 2. Do podcasters want those kinds of ads on their shows? 3. Do listeners want those types of ads on the podcasts they listen to?
Dunno, seems like terrestrial radio is on a decline that’s unlikely to stop. But is the business model invalid, or is it just a logistics problem? Feels to me that there are a bunch of hungry podcasters and a bunch of unsold ad inventory.
Lots of folks are trying to build the “podcast ad marketplace” (including Spotify (their existing tech + Anchor + Megaphone). Nobody’s quite cracked it yet. I wonder if it’s the “local” factor with radio. Are most radio ads sold by local sales reps that understand the market?
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