10x growth in 6 years for podcasting

With its growing popularity and growing audiences, podcasting is becoming an increasingly relevant media channel.


According to a study published by eMarketer, the media market served by podcasting (in the United States), will exceed $1 billion by 2021.


This represents a growth of 10x between 2015 and 2021!


More and more, we see in our clients a strong interest in the format, a desire to reach their audiences through audio, allowing content that is often longer-form and more in-depth on a number of topics.


While video does not allow all brands to work with long-form content (let’s say more than 10 minutes) due to the nature of the audiences and the contexts in which it is viewed, podcasting allows this much longer duration, time spent between the brand and its audience that is that much stronger.


With 5 podcast projects currently in production at Toast, our teams are constantly applying their experience in adding value, creating interest and engagement, to the core of the recorded content.


However, brands will move even more towards the format only if the audience becomes large enough. This is the very nature of any marketing investment: a critical mass of the targeted market must be present.


The democratization of audio content consumption, with increasing ease of connecting your phone in your car and the integration of the format into Spotify for instance, will directly impact the increase in reach, making the potential for monetization even more interesting.



For now, growth is continuing, as you can read in this article published by eMarketer, which also gives details on the advertising formats used in recent months by the various podcast producers as well as several other statistics from various studies and reports.


Let us know and schedule a consultation with our experts at Toast now.


Curious about the potential your brand could have in podcasting? What is your level of satisfaction of it? Let us know and schedule a consultation with our experts at Toast today.

The Daily: The incredible growth of the New York Times podcast

The New York Times podcast now has 5 million listeners each month.

Do you listen to podcasts? Have you taken the time to familiarize yourself with the format and apps for listening to it?

If so, did you listen to The Daily with Michael Barbaro’s voice?

I recommend you do all of this. Strongly.

The format is growing. This notion of listening to “radio”, but on demand, is at the heart of what makes podcasts so interesting. In the United States, in 2017, 40% of people aged 12 and older said they had listened to a podcast, a rapidly growing indicator. For example, the average weekly number of users downloading a podcast from NPR (National Public Radio) rose from 2M to 5.4M between 2014 and 2017!

What makes The Daily from The New York Times different from what is found on NPR’s offer is that it is not a radio show at its core. The concept was developed specifically as a podcast.

The Daily’s mission? As Barbaro mentioned in the initial announcement made at the launch in February 2017: “This moment requires an explanation. The Daily is on a mission to find it.”

And that’s what this podcast does, five times a week, in episodes of about 20 minutes. It explains. It dives deep in the news. We listen to discussions between Barbaro and NYT journalists who are explaining the news.

The Daily’s team consists of approximately 25 people who produce five episodes a week, Monday to Friday. In many cases, the program is recorded during the night or very late the day before so much it has to be attached to the news of the day. In other cases, it offers us an in-depth feature on a major issue of the moment. For example, a recent episode told the story of an illegal immigrant mother’s quest to see her children after being separated for weeks from them at the time of her arrest.

The Daily is so successful that it is now broadcast on over 20 radio stations in the United States and a TV show, on FX, will be created very soon and will be called The Weekly.

This article explains a little more the structure and mission of this podcast. You will notice that AdWeek has set up a free paywall to read the article. It is very rare that I recommend sources where it is necessary to have an account, but AdWeek is an excellent source of content and this free account can surely serve you to discover even more articles in the future.