![]() It’s the relationship of a listener to a topic that a creator is passionate about and the community building that happens around that.” “The Podcast Upfront this year is going to highlight a lot of, I think, great case examples of how advertisers are working closely with hosts - that’s the alchemy that is continuing to drive the space. You can go deep in ways with podcasting that you simply can’t with other types of media, and that’s by virtue of the wide range of creators,” John tells THR. “It’s a lower bar to entry for creators, and that has done amazing things for the depth and breadth of content. Though growth may not have matched the boom seen during the earlier years of the pandemic, Eric John, vp of IAB’s media center, says podcasting is still relatively in its “infancy” and is continuing to attract a wider range of advertisers in part due to the diversity of podcast creators and the medium’s rapidly developing ad technology. THR is a media partner of the IAB Podcast Upfronts.)Īhead of the company presentations, the Podcast Upfronts will kick off with IAB’s 2022 report on podcast advertising, which will include the latest figures for last year’s podcast advertising spending and projections for the coming years. (A spokesperson for Paramount did not immediately respond to a request for comment. The company was previously scheduled to present in the late morning but will no longer be doing so, with the time slot remaining empty as part of an extended morning break, a representative for IAB told The Hollywood Reporter. Though fiction podcasts are included in the WGA’s strike guidelines, few productions have been impacted by the work stoppage because the rules essentially only bar work on “virtually all self-produced fiction podcasts made for self-owned independent signatory productions companies, with the exception of a few one-offs done by Marvel,” a WGA East spokesperson told Vulture.īut the optics appear to have compelled at least one presenter, Paramount, to drop out at the last minute from the showcase. The showcase also arrives in the midst of the WGA strike, where picketing writers in Los Angeles and New York have taken over studio entrances and city blocks to advocate for improved contracts with the studios. But in the year since then, most major digital advertising–reliant companies have laid off staff and curbed spending in response to a slower market in podcasting, that has resulted in show cancellations and staffing cuts at companies like Spotify, NPR, Sony Music, SiriusXM and iHeartMedia. This year’s Podcast Upfronts will follow a period of massive spending driven by companies like Spotify, where talent commanded multimillion-dollar exclusive licensing deals, and audio ad revenue surpassed $1 billion for the first time in 2021, according to IAB. Bloomberg reported in September that Wondery was exploring a sale.MrBallen's Next Podcast: A Medical Mystery Series With Wondery Speculation of the deal had been building since earlier this month, when The Wall Street Journal reported Amazon was in talks to acquire the podcaster. Death” and “Over My Dead Body.” The podcast producer and network says it counts more than 10 million unique listeners each month. Wondery, founded in 2016, has produced some of the most popular podcasts in recent years, including true crime series like “Dirty John,” “Dr. ![]() An Amazon spokesperson declined to comment. Amazon Music in September added podcasts to its platform, looking to carve out a share of the increasingly competitive podcasting market, in which Spotify, Apple and others have gained ground. ![]() ![]() Amazon announced Wednesday that it’s acquiring podcasting company Wondery, expanding its catalog of original audio content.Īs part of the deal, Wondery will join Amazon Music, the e-commerce giant’s music streaming business. ![]()
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