In 2021, the podcast industry didn’t just grow — it exploded.

Audience engagement is up. Ad spend is up. Name recognition is up, for both the titles themselves and their hosts. This year, 12 million more people became podcast listeners, now reaching 116 million monthly listeners in 2021, according to Edison Research, with time listening increasing by 13% compared to last year (paywall), and up 31% from just two years ago, according to eMarketer.
https://www.nielsen.com/us/en/insights/article/2021/as-podcast-audiences-broaden-so-should-advertiser-engagement-with-listeners/
https://www.thedrum.com/news/2021/06/29/4-things-you-need-know-about-the-podcast-ad-spend-rebound
https://www.insideradio.com/free/increasingly-diverse-podcast-listeners-are-putting-their-stamp-on-what-s-being-heard/article_e3fb18c0-6936-11ec-a9e9-131a1b5dcf4d.html
https://www.emarketer.com/forecasts/5ea1ae031beeb90cf4f87207/5ea1adffc3317b1c0476da7f

The entire internet will be a podcast.

To date, podcasts have been a very specific medium: Podcasters making podcasts. But the truth is, the entire internet will be converted to audio and distributed on-demand, filling in the podcast medium with even more great content from the biggest publishers and creators everywhere.
https://techcrunch.com/2021/09/02/callin-david-sacks-social-podcasting-app-launches-and-announces-a-12m-series-a-round/?guccounter=1
https://www.si.com/sports-illustrated/2022/01/19/sports-illustrated-weekly-podcast-daily-cover
https://www.tvinsider.com/1028602/new-girl-podcast-welcome-to-our-show-zooey-deschanel-hannah-simone-lamorne-morris/
https://www.theverge.com/2021/5/12/22432154/slate-supporting-cast-audiobooks-store

Podcasters will continue to experiment with digital video for a while — and then realize there's no immediate need.
https://levitatemedia.com/learn/video-podcast#:~:text=According%20to%20the%20Podcast%20Host,up%20from%2055%25%20in%202020

Discovery will level up.
https://www.insideradio.com/free/search-is-where-google-still-thinks-it-can-have-the-biggest-impact-on-podcasting/article_b656ed48-1e6b-11eb-826e-8b5fa75bad77.html
https://techcrunch.com/2021/10/11/facebook-launches-a-audio-hub-in-the-u-s-for-podcasts-live-audio-and-short-form-clips/
https://www.theverge.com/2021/10/26/22746466/youtube-podcasting-kai-chuk-amazon-project-mic-live-audio-hot-pod

What are the implications for business? For one, are you currently marketing on podcasts? Marketing has gone audio with audio searches becoming more popular. Why type when it is easier to search by talking? Who prefers to type a search on a mobile phone? When I record audiobooks each product can be repurposed as an audio series. There is an enormous growth potential for geofencing with audio.

Mick Smith, Consultant M: (619) 227.3118

E: mick.smith@wsiworld.com

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