Podcasts in focus: the COVID uplift, programmatic ads, branded content, and who is actually making money?
The number of new podcasts hitting the airwaves in 2021 has hit new levels. And while the audience numbers for podcasts continues to rise, does this increased investment reflect growing advertiser interest and spend?
In this extended feature for Mumbrella, former reporter and podcast producer Zanda Wilson dives into the state of play for podcast buying and selling in Australia.
Early in 2021, I noticed the already-breakneck speed with which new podcast announcements hit my inbox had picked up even greater momentum. In my four years covering radio and podcasting, there had always been a steady stream of announcements on new podcasts, but it was as if a switch had been flicked.
The majority of these new podcasts have come from the big radio/audio networks, particularly Southern Cross Austereo (SCA), Australian Radio Network (ARN) and Nova Entertainment, but independent and podcast-specialist publishers like Acast and Podshape have also grown their content slates significantly over the past year.
Nine Radio, has continued to grown its content offering when it comes to podcasts, but at a seemingly more measured speed.
