Another sign of podcast fatigue after the pandemic

Wonder! I had a bit of a vacation break, so I’m back for a two-day stint before flying again on Thursday. tl of my journey; The DR is that Sweden is great – let’s all go over there and take our four-week summer vacation and eat princess cake.

It’s a slow week in the podcast world, but Jake has kindly helped me compile some news (just kidding, he liked it 75 percent).

Plus, I’ll be in the podcast movement next week! Give me a shout if you’ll be there too.

Report: Latino monthly podcast listenership declines

After increasing substantially in 2021, the number of Latino Americans listening to podcasts has stalled, according to a new report from Edison Research & Libsin. However, the findings also demonstrated a substantial demand for Spanish-language material.

In 2021, Edison and Libsin reported that 36 percent of Latinos in the US listen to podcasts monthly, a massive increase of 44 percent from a year earlier. This year the figure has come down to 34 per cent. Gabriel Soto, senior director of research at Edison, said this likely represents a generalization after the pandemic hit, rather than evidence of a continued decline. Edison reported a decrease in podcast listening overall at the beginning of the year, which returned to normal when researchers checked back last month. It is possible that this dip is also temporary as habits develop after the pandemic.

One bright spot, however, is that 59 percent of those surveyed said they’ve listened to a podcast before, a three-digit increase since 2021. It’s not quite as high as last year’s six-point increase, but it’s better than nothing!

Better promotion of Spanish language content can help enhance listening among Latinos. A third of respondents said they listened to a Spanish-language podcast. It’s not always easy for American listeners to find podcasts in Spanish and podcast platforms can follow Netflix’s model of promoting content in different languages, said Elsie Escobar, community manager at LibSyn and co-founder of She Podcasts. And it’s not just limited to shows – most survey participants said they prefer placing ads in both English and Spanish.

The survey also asked respondents which Latino music artists they would like to host podcasts on. Shakira, along with Jennifer Lopez and Selena Gomez, took the number one spot with 44 percent approval. Rev it up, people!

Now, to Jake (thanks, Jake!!)

LibSyn Extends Its Advertising Reach With Another Acquisition

Libsine is on a buying spree, and now the company is taking steps to expand its reach in Europe. The company announced this morning that it has reached a deal to acquire podcast advertising and hosting firm Julep Media, which Liebsin says is “Germany’s largest independent platform for podcast advertising.” Julep will be integrated with Advertisecast and help expand the service across Europe. A price for the deal was not announced. Julep’s leadership team will remain on the board for at least three years, and its CEO, Stephen Hope, will play an expanded role in supporting AdvertisementCast’s international growth.

I’m less interested in the details of this specific deal, though, so I’m pointing at it in broad strokes. Libsyn is scoping company after company in an effort to build a bigger presence in podcast advertising. The company bought AdvertiseCast in March 2021. That purchase — of a platform that offers self-serve ad buying — seemed like a lot of what happened next. Libsine scooped up parts of Podgo, which added advertisers and podcasters in November 2021; Then, it bought Podcast Ad Reps, an advertising sales company in February 2022. Both were added to AdvertiseCast. The number of podcasts on AdCast’s network has more than doubled since the original acquisition, so something is clearly in the works.

QCode goes unscripted

QCode is expanding from high-touch, star-studded shows to unscripted talk series. The production company announced Monday that it is kicking off that effort with three series: a “comedic true crime podcast,” a relationship advice show, and an improv show. The company is also bringing some already established existing series to its network, including a science series about animal attacks and a pop culture show.

This is a huge shift for QCode and signals a different approach to building IP. It will also present a new challenge to getting people into its series – these shows don’t feature big names, while Qcode’s screenplay includes actors such as Brian Cox, Chlo Grace Moretz, and Gina Rodriguez. Matthew McConaughey is playing a dog in a QCode show! Of course we’re going to listen!

Spotify turns comment sections into podcast sections

Spotify is testing a unique new approach to user comments: Record them. as seen techcrunch, the app has added the ability to respond to playlists inside the app with recordings, which will be posted as podcasts. You can also edit the clip and add music on top of it.

I don’t believe this would make the most coherent comment section, but I like the possibilities here. I can imagine how cool this would be for a podcast, allowing hosts to get listeners’ comments on an episode and maybe even work them into later shows. I’m just guessing for now, though. The feature seems extremely limited at this point, and there’s no guarantee Spotify will roll it out more widely, let alone expand what it’s capable of. For now, the feature is available in Vietnam, and Spotify calls it a “limited trial.”

that’s it for today! See you all next week ahead of the Podcast Movement (which is in Dallas in August!!).

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