Big Money™ investors are hoping podcasting will provide them with YouTube-level returns. (Sequoia got a 57x return on its $9 million investment in YouTube). I'm highly skeptical that podcasting is ever going to provide that level of returns. Audio's growth curve is different.
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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Yeah local radio is pretty hands on. They’re more inclined to go down with the ship than let go of the local radio cartel model. I actually think Spotify might be on to something long term. Apple prob has enough hooks to do it too, but it’s a little grungy for them.
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I know car lots have money to spend and they love love love the radio, because it works for them. No reason they couldn’t love a podcast, they just can’t get it linked up.
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Remember: there’s lots of other competition for small local advertisers. Spotify isn’t just competing against local radio, but also Facebook ads, Google Ads, YouTube ads, etc.
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Analysts at CITI aren't impressed: "To date, we haven't seen a material positive inflection in app downloads or Premium subscriptions."