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State of the Screens

For Bill Simmons’s the Ringer, Podcasting Is the Main Event

By February 14, 2019No Comments
Podcasting boom: Bill Simmons is producing 28 different series for the Ringer making a huge bet on podcasts.

Quick math on downloads per episode for the Ringer:
1) 28
different podcasts
2) 35M downloads per month
3) 1.25M

U.S. ad spending growth between 2016–17:
1) Podcast — ↑ 86%
2) Digital — ↑ 21%
3) Radio — ↑ 0%
4) TV — ↓ 2%
5) Print — ↓ 11%

Flashback: 2018: The Year Podcasts Grew Up And Programmatic Audio Took Off

Advertising revenue per year according to PwC (YoY growth):
1) 2017 — $314M
2) 2018P — $402M (↑ 28%)
3) 2019P — $515M (↑ 28%)
4) 2020P — $659M (↑ 28%)
5) 2021P — $766M (↑ 16%)
6) 2022P — $887M (↑ 16%)

Big move #1: Spotify bought Gimlet for ≈ $230M.

Big move #2: iHeartMedia bough How Stuff Works for $55M.

Podcast series by platform:
Spotify — 170K
2) Pandora — 100K

Quick math on the total size of the podcast universe:
1) 578K
total series
2) 12.4M total episodes
3) 21.5 episodes/series

More: Will New Measurement Standards Drive Podcast Advertising?

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.