Category: Chartable

Why Spotify bought Chartable & Podsights


This post is by Om Malik from On my Om


Spotify is buying Chartable and Podsights, two podcasting-focused analytics companies, for an undisclosed amount of money. Spotify said it would use the Podinsights technology in its broader advertising-oriented network in a news release. 

For those not familiar, these companies work with podcasters and networks to include unique tags that give them insights into podcast listening behavior. Podsights help advertisers understand the effectiveness of their advertising, while Chartable provides valuable insights into the listeners and their behavior. 

Both these acquisitions add up to a smart move by Spotify. The company is trying hard to become the most significant player in the “hearing” attention economy and build a sizeable advertising business. Podcasts are a vital part of this business as they cost less and allow the company to keep a significant chunk of its revenues. In comparison, it has to share the money with record labels, who continue to have a draconian hold over the company.

The record labels get about 70 cents on a dollar from Spotify. In a way, Spotify is smartly using music as lead generation. It takes the user’s attention because the listener wants to stream music and channels it towards other audio forms. It is podcasts today and AI-generated sounds and audiobooks in the future. The longer people stay glued to Spotify’s stream, the more opportunity it has to sell some advertising against the stream. After all, advertising-monetized attention doesn’t discriminate between Joe Rogan, Michelle Obama, Neil Young, or machine-generated lo-fi sounds.

“We want (Read more...)

Why Spotify bought Chartable & Podsights


This post is by Om Malik from On my Om


Spotify is buying Chartable and Podsights, two podcasting-focused analytics companies, for an undisclosed amount of money. Spotify said it would use the Podinsights technology in its broader advertising-oriented network in a news release. 

For those not familiar, these companies work with podcasters and networks to include unique tags that give them insights into podcast listening behavior. Podsights help advertisers understand the effectiveness of their advertising, while Chartable provides valuable insights into the listeners and their behavior. 

Both these acquisitions add up to a smart move by Spotify. The company is trying hard to become the most significant player in the “hearing” attention economy and build a sizeable advertising business. Podcasts are a vital part of this business as they cost less and allow the company to keep a significant chunk of its revenues. In comparison, it has to share the money with record labels, who continue to have a draconian hold over the company.

The record labels get about 70 cents on a dollar from Spotify. In a way, Spotify is smartly using music as lead generation. It takes the user’s attention because the listener wants to stream music and channels it towards other audio forms. It is podcasts today and AI-generated sounds and audiobooks in the future. The longer people stay glued to Spotify’s stream, the more opportunity it has to sell some advertising against the stream. After all, advertising-monetized attention doesn’t discriminate between Joe Rogan, Michelle Obama, Neil Young, or machine-generated lo-fi sounds.

“We want (Read more...)

Podcasts had a bumper 2020


This post is by Om Malik from On my Om


black and silver microphone with white background
Photo by Jukka Aalho on Unsplash

From a billion-dollar valuation for social Internet’s “it” startup, Clubhouse to billionaire Mark Cuban co-founding his own version of a live “fireside chat” app, audio is the new hotness. Amidst all the hubbub, it is easy to think of podcasting as an old fuddy-duddy — which is ironic given that podcasting had its best year ever in 2020. 

A full analysis of the year in podcasting is available over on Chartable, the podcasting analytics platform. Jam-packed with facts, figures, and smart analysis, the write-up is well worth reading. Here are some highlights:

  • There were 17,000 new podcasts started each week in 2020, totaling roughly 900,000 by the end of the year. 
  • Half of those new podcasts are in English, but other languages are growing fast — led by Hindi, Chinese, and Portuguese. 
  • Monthly downloads increased by 180 percent. 
  • Chartable says it is seeing 1.2 billion downloads per month just for the 13,000 podcasts it monitors. The actual total is much larger.  
  • Ad revenues are up by 15 percent.
  • Each week in 2020, about 160 new advertisers put dollars to work in podcasts. 
  • Not surprisingly, corporations are starting to take over. The top five in the U.S. are Amazon, Entercom, iHeartMedia, Spotify, and NPR.

Last year, I wrote about the growth of podcasts, pointing out that the situation “reminds me of the blogging boom — in the early days, a few dozen blogs at the top made a lot of money, while the rest (Read more...)