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State of the Screens

Why Spotify and a casino bought The Ringer and Barstool

By February 12, 2020No Comments

The big news:  Spotify is buying podcast network The Ringer for an estimated $196M!

Key details for The Ringer:
1) Founded in 2016 by Bill Simmons
2) 90 employees
3) 30 different podcasts
4) 100M downloads per month
5) 3.33M downloads/show/month
6) HBO owned 10%

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

Top 10 podcasting apps by share according to Activate Consulting:
1) Apple Podcasts – 21%
2)
 Spotify – 19%
3)
 YouTube Music – 12%
4) Google Podcasts – 9%
5) iHeart Radio – 7%
6)
 Barstool Sports – 6%
7) Soundcloud – 6%
8)
 CastBox – 5%
9)
 NPR One – 4%
10)
 TuneIn – 3%

Monthly podcast listeners in U.S. (YoY growth):
1) 2013 – 32M
2) 2014 – 40M (↑ 25%)
3) 2015 – 46M (↑ 15%)
4) 2016 – 57M (↑ 24%)
5) 2017 – 65M (↑ 14%)
6) 2018 – 75M (↑ 15%)
7) 2019P – 88M (↑ 17%)
8) 2020P – 103M (↑ 17%)
9) 2021P – 120M (↑ 17%)
10) 2022P – 140M (↑ 17%)
11) 2023P – 164M (↑ 17%)

Podcast advertising revenue (YoY growth):
1) 2017 – $300M
2) 2018 – $400M (↑ 33%)
3) 2019P – $600M (↑ 50%)
4) 2020P – $800M (↑ 33%)
5) 2021P – $1.0B (↑ 25%)
6) 2022P – $1.2B (↑ 20%)
7) 2023P – $1.6B (↑ 33%)

Podcast advertising revenue/user (YoY growth):
1) 2017 – $4.62
2) 2018 – $5.33 (↑ 16%)
3) 2019P – $6.82 (↑ 28%)
4) 2020P – $7.77 (↑ 14%)
5) 2021P – $8.33 (↑ 7%)
6) 2022P – $8.57 (↑ 3%)
7) 2023P – $9.76 (↑ 14%)

Podcast: Spotify, The Ringer and the future of podcasts

More #1: Podcast Groups Aren’t Just About Podcasts

More #2: 20 Podcast Predictions for 2020 from Top Industry Leaders

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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