The dichotomy: local vs. international content
Although nearly half of podcast listeners surveyed said they were open to listening to regional content, only 28% are actually listening to local shows. There are quite a few reasons for this dichotomy.
Chirag Desai
Founder, Amaeya Media
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Outlook for Regional Podcasting
< Previous: The Dichotomy: Local vs International Content [https://amaeya.media/2020-the-dichotomy-local-vs-international-content]In order for local podcasters to grow their reach, there needs to be a stronger understanding of what listeners are looking for. There continue to be challenges regionally that need to be addressed to help create opportunities for...
The Challenge of Standardisation
< Previous: Outlook for Regional Podcasting [https://amaeya.media/2019-outlook-for-regional-podcasting]As a medium, podcasts are fundamentally different from today’s social platforms, where the various elements of the chain—from publishing to consumption—is not controlled by a single platform, compared to platforms like YouTube for video or Instagram for...
Monetisation
< Previous: The Challenge of Standardisation [https://amaeya.media/2019-the-challenge-of-standardisation]Podcasts are monetized in a few ways globally. Larger media companies with internal podcast teams tend to drive listenership from within their existing channels, and monetize through existing brand partnerships. Podcast-first companies use monetization models that are split between advertising...
The Case for Brands in Podcasts
< Previous: Monetisation With podcast advertising revenue expected to cross US$2.4 billion globally, it comes as no surprise that brands have found their space in the medium over the last few years, and 2019 was no different. According to ‘Audio: Activated’, a study commissioned by StoryWorks, the BBC’...
Conclusion
< Previous: The Case for Brands in Podcasts [https://amaeya.media/2019-the-case-for-brands-in-podcasts]From the trends we’ve witnessed this year, Steve Jobs was right when he announced in 2005 [https://www.apple.com/newsroom/2005/06/28Apple-Takes-Podcasting-Mainstream/] that podcasting was the future of audio. At the time, the Apple Podcasts...