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Edison Research Says Podcasting Is More Succession Than Yellowstone & 8 more stories for July 7, 2022
Episode 29
This week on The Download: Edison Research says podcasting is more Succession than Yellowstone, Reddit launches new take on live podcasting, Google’s Adtech is dropping IP, new data says podcast ads are overfishing popular ponds, and we spotlight #PodcastingSeriously. Last Friday the Edison Research blog posted “https://www.edisonresearch.com/podcastings-opportunity-in-wide-open-spaces/” In addition to reminding readers of The Chicks’ 1998 single from their fourth studio album, the post highlights a regional gulf in what counts as “popular” in podcasting. The comparison used highlights how Succession and Yellowstone are comparably popular television series, but based on one’s physical location in the country it’s highly likely they won’t see much advertisement or social media chatter for one over the other. More rural TV viewers will more likely to hear about and actively watch Yellowstone while Succession finds more attention in metro centers. “New data from Edison Research’s Infinite Dial study – sponsored by Wondery and Art19 – shows that as of today podcasting is more of a “Succession” story.” Consider this a tease from Edison Senior Director of Research (and, of course, my co-host on La Descarga) Gabriel Soto’s talk at Podcast Movement Dallas this August. “We in the podcasting space regularly remark that with four million titles, there’s a podcast for everyone. And while that’s surely right in theory, that doesn’t mean that enough of a match has yet happened to bring all the possible listeners to the space. One might argue that indeed there are a lot more podcasts talking about Succession than Yellowstone, and that might be part of the issue.” A lot of people got a three-day weekend in the US thanks to a national holiday, but this Monday Arielle Nissenblatt was on the podcasting streets https://twitter.com/arithisandthat/status/1544096389277294592?s=20&t=4_CSvYx2s9CHSyxS_60p2A. In a Twitter thread Nissenblatt detailed the launch of social media platform Reddit’s new Talk feature that shares some DNA with the social audio craze. The twist with Reddit Talk is those who use it get placement over any relevant subreddits that fit under a broad chosen topic. “If you host a Talk from your Reddit profile and pick up to 3 topics, you’ll appear at the top of Reddit to millions of users. e.g., if you pick "Finance" topic, everyone who follows r/wallstreetbets, r/personalfinance, etc will see your Talk.” Currently, Talk is only available to those chosen by Reddit via an application form. Niche content gets niche listeners, and Reddit is the king of niche. While we’ve been burned as an industry before on social platforms diving into podcasting, this measured approach seems like a promising one. Google has updated Universal Analytics and things aren’t going so hot. On Tuesday Ad Exchanger’s James Hercher posted https://www.adexchanger.com/analytics/marketers-have-one-year-to-migrate-to-the-new-google-analytics-but-its-already-a-mess/ “When Google announced the expiration date on Universal Analytics earlier this year, it said it would also cease logging or storing IP address data – a crucial datapoint that qualifies as personally identifiable and thereby subjects Google Analytics to tough interpretations of GDPR. Removing IP addresses may not be enough for Google Analytics to stem the tide of GDPR suits. But privacy concerns do explain why Google will force a change across its customer base, rather than continue to offer multiple services.” While Google impression tracking pixels do work in podcasting, Google refuses to accept IP and any oth
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