For every Joe Rogan hundreds of thousands of podcasters labour in obscurity. Like many industries, some quarters of the podcast world appear to have viewed the pandemic as a new normal, rather than an aberrant period.Īdam Lang, a co-founder of the three-year-old Fear and Greed business podcast, says that making a show successful is hard work, in part because there are so many others competing for attention. In 2021, there were 733,000, a drop of about 25 per cent 2022 had just 234,000 and by late May this year just 82,000 new podcasts had gone live, according to the same dataset from Listen Notes.Įven the Infinite Dial shows that the percentage of the population who listened to a podcast weekly was flat from 2021 to 2022, after steady rises over previous years. Yet other statistics show a fall from the heights of 2020, when there were 1 million new podcasts. And a paper from the consultancy firm PwC last year forecast that digital audio revenue will forecast to reach $3.7 billion by 2026. So-called “thought leaders” in areas such as technology and real estate use them to burnish their own images. Media organisations, including this masthead, have made podcasting an increasingly core part of editorial strategies while major consumer brands, such as banks, host their own podcasts as marketing tools. With that in mind, it will be interesting to see whether the streaming platforms offer the UFC commentator. Spotify reports more than 100 million podcast listeners, up tenfold from 2018 and stronger advertising revenue from the segment. 1 According to the New York Times, the exclusive deal with Spotify runs until 2023. The portion of the Australian population who said they had listened to a podcast in the past month increased from 17 per cent in 2017 to 40 per cent in 2022. ![]() The Infinite Dial, a survey of Australian listening habits from market research firm Edison Research and paid for by audio companies, shows a long-term trend of increased listening.
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