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Americans are Spending More Time with On-Demand Platforms than Linear

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As you can see in the graphic above, the latest quarterly report is the moment when on-demand passed linear consumption for the first time.

As of Q2, 2023, 50.3% of all daily audio time consumed by those in the U.S. age 13+ is on on-demand platforms and 49.7% is on linear platforms.

At the end of 2015, a scant seven and one-half years ago, the margin between linear listening and on-demand listening was 38 percentage points. But drop by drop, quarter by quarter and year by year, the margin was erased, and now on-demand leads.

The growth of podcast listening is part of the reason for this change. Podcasting has attuned hundreds of millions of listeners worldwide to the habit of choosing the right audio content at the right time and hitting play. The same goes for music – once people got used to the ability to choose a specific song or playlist, and of course skip songs – it became hard for many to go back to the ‘lean back’ experience of listening to radio or linear streams. Read More

Community Hot Take

Nielsen has released its latest Podcasting Today report, which analyzes how the U.S. podcast landscape is growing and changing, how listening habits are shifting. The number of Americans listening to podcasts has increased by 45% in the past five years and has more than doubled in the last decade. 183 million have ever listened to a podcast, while 53% of those age 12-54 are monthly podcast listeners.

Podcast consumers have shifted their habits when it comes to the amount of weekly time being spent. U.S. podcast listeners average nine podcasts in the last week and 42% listened to a podcast in the last month. 31% listened to a podcast in the last week. Lighter (shorter) listening declined as a percent of total time while heavier (longer) listening increased. Among consumers 18-34, heavy podcast list increased by two thirds in the past year. Read More

Download the report here.

Article originally published on Radio Online.

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YouTube is undoubtedly a key player in the future of podcasting, but it's not the only one. With the rise of video content, YouTube has become a popular platform for podcasters looking to expand their audience and add a visual element to their shows.

However, traditional audio-only platforms are still thriving and evolving. While YouTube will continue to be a major force in the podcasting world, the future of podcasting is multi-platform, catering to both audio and visual audiences across various platforms. Remember, it's all about reaching your audience in the way that suits them best.

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The following rates, which are denoted as cost per thousand or CPM, are published monthly by Libsyn’s AdvertiseCast, the industry’s premier podcast advertising marketplace that connects advertisers with podcasters. The Company releases the figures to empower the podcaster and advertiser communities to readily monitor market pricing and provide greater insight into podcasting advertising as a monetization vehicle. The data is derived from actual sales data across AdvertiseCast’s network of thousands of shows.

For August 2023, the average CPM rate was $22.14 for a 60-second ad spot. That figure is fairly flat compared to last month (July 2023 avg. CPM rate: $22.20) and has decreased year-over-year (August 2022 avg. CPM rate: $23.41).

The three highest CPM categories in August based on delivered advertising were:

  • Technology: $26

  • Education: $26

  • Arts: $26

Historical monthly CPM rates can be found on AdvertiseCast’s website at www.advertisecast.com/podcast-advertising-rates 

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