Episode Details

Today in the business of podcasting:

• Apple Podcasts and Apple Maps launch Hidden Histories, a feature that uses the podcast:location tag to place episodes on real-world locations. Apple also confirms that video is coming to Apple Podcasts Subscriptions in more than 170 countries and regions.
• A new Audacy report argues that mid-sized podcasts are an untapped advertising opportunity, citing a 22% lower cost per acquisition than on celebrity shows. It also finds that listeners are 27% more likely to be swayed by topic experts than by celebrities.
• Karo Chakhlasyan says Podcast Movement left them less convinced that audio is the best way to grow audio. They point to video clips as a growing driver of discovery and to incrementality as the measurement question the industry hasn't answered.

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