![]() This is almost certainly one such dynamic, and I feel compelled to say: That sort of centralized environment hasn’t traditionally turned out to be beneficial for creative and media workers as a class. This has been a prominent anxiety within the community for several years now - but as has been said in other contexts, crises tend to accelerate certain dynamics already in play. Should that be the case, we’ll likely end up with far fewer smaller and independent publishers in the ecosystem, leaving us with a scenario where value, power, and opportunities centralize within a smaller group of bigger players. I imagine there will be substantial fluctuations on both counts as different parts of the economy grapple with complex pandemic conditions.Īnother question worth tracking: How will those advertising dollars be distributed across different types of publisher? Given the uncertainty, it’s understandable to be concerned that smaller and independent operations might end up seeing fewer ad dollars, with the spending environment turning more conservative even if actual spending levels stay steady. The big question is just how much the advertising mix will change, and the extent to which overall podcast ad spend will respond to the on-going changes in listening trends. ![]() Citing sources at Stitcher, Megaphone, and Entercom, the piece turns on the notion that brand advertisers are continuing to buy podcast advertising even as direct response advertisers - long the foundational constituency in the podcast advertising pool - have been pulling back on their own spends.ĭigiday’s report is an interesting place to start piecing together the full picture. I haven’t seen anything that provides a clear sense of the big picture just yet, but a Digiday report from last Tuesday suggested podcast ad revenue has continued to grow despite the broader economic disruptions. Let’s now shift our attention to the revenue side, particularly to advertising, which remains the primary engine for the business. To recap: Listening dipped in the aggregate, but has since flattened out for the moment, bigger publishers seem to be doing better than smaller publishers and the primary listening window appears to have shifted to later in the day. So far, we’ve spent these Pandemic Watch columns tightly focused on audience numbers, trying to assess how listening has changed since the near-disappearance of the daily commute and the widespread grounding of Americans in their homes. By that measure, we’re now in Week 8, or seven weeks into the major rearrangement of everyday life. Time has been fuzzy lately, so I’m sticking to Stitcher’s accounting of the pandemic timeline, which marks the March 2-8 stretch as Week 1 to signify the last “normal” week before the initial implementation of COVID-19 social distancing measures. Welcome to Hot Pod, a newsletter about podcasts.
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