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State of the Screens

The Podcast Wars Are About To Get Loud

By July 15, 2021No Comments

Joe Rogan Show ScreenshotWorth the time: Matt Flegenheimer @ The New York Times has a deep dive on the relationship between Spotify and The Joe Rogan Experience.

Audience reach:
1) Tucker Carlson on Fox News – ≈ 3M per night
2) Joe Rogan on Spotify – ≈ 5M – 10M per episode (3-5 episodes per week)

Why this matters: The podcast market will surpass $1B this year, and companies such as Spotify have made major bets in this space.

Big question #1: How important is Joe Rogan to Spotify’s podcast strategy?

Quick answer: They have dedicated an entire category to his show!

Joe Rogan Podcast Genre

Annual deal size for Call Her Daddy according to Lightshed Partners:
1) Barstool Sports offer in 2020 – $500K + bonus
2) Spotify deal in 2021 – $20M

Wow: Alex Cooper increased her annual deal size 3,900% by waiting one year!

Podcast advertising (YoY growth) according to PwC:
1) 2015 – $106M
2) 2016 – $169M (↑ 59%)
3) 2017 – $314M (↑ 86%)
4) 2018 – $479M (↑ 53%)
5) 2019 – $708M (↑ 48%)
6) 2020 – $842M (↑ 19%)
7) 2021P – $1.3B (↑ 60%)
8) 2022P – $1.8B (↑ 30%)
9) 2023P – $2.2B (↑ 25%)

Revenues are expected to exceed 1 billion this year and 2 billion by 2023

Share of podcast advertising by creative type:
1) Host-read – 56%
2) Announcer-read – 35%
3) Agency produced – 9%

Announcer read and pre produced and supplied ads offered buyers more messaging control

Share of podcast advertising by objective:
1) Direct response – 51%
2) Brand awareness – 45%
3) Product placement – 4%

Share has shifted from direct response to branding campaigns graph

Big question #2: What is the next battleground for podcasts?

Quick answer: Paid podcast subscriptions.

Likelihood to pay for podcast access according to YouGov:
1) Not at all likely – 45%
2) Not very likely – 39%
3) Somewhat likely – 14%
4) Very likely – 2%

Early Days for Paid Podcast Market

Video: This is how Spotify hopes to win the podcasting wars

This is how Spotify hopes to win the podcasting wars video thumbnail

More #1: The podcast paywall wars have arrived


More #2: Can Apple get you to pay for podcasts?

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.

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