SPRINGBOX / Insights

Podcasting, A Minor (Major) Obsession.

by Springbox, November 12, 2015

Pod-Boom

Over the past few years the popularity of podcasting / podcasts has been on a steady rise. For those unfamiliar, Webster’s Dictionary defines podcasting as…well, Webster’s Dictionary doesn’t define podcasting. They do define podcast though as;

Noun: a program (as of music or talk) made available in digital format for automatic download over the Internet.

Podcasts span a wide variety of topics, from relationship advice, to sports talk to relatable scientific discussion to just straight up nonsense.

According to an Edison research poll the number of Americans who have listened to a podcast in the past month has almost doubled since 2008, from 9% to 17%. Some have attributed this rise in popularity of podcasts to the success of the popular NPR podcast “Serial”, an episodic adventure hosted by Peabody Award winning journalist Sarah Koenig chronicling the tale of Baltimore youth, Adnan Syed, who was convicted of, some say wrongly, the murder of girlfriend Hae Min Lee. However, what do these numbers mean from a business perspective? Podcasts are free, for the most part. So how do hosts make money? Enter, advertisers.

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Podcasts have proven to be not only an engaging form of entertainment but also an effective way to advertise to consumers. Given the fact that topics of podcasts can be so very specific, this has allowed for brands to use podcasts as a way to hit very specific consumers. Midroll Media a company that touts themselves as “a digital media company providing a 360-degree suite of production, distribution, and monetization services to artists, entertainers and thought leaders” has seen major success while advertising on their network of over 200+ shows claiming that “over 200 great podcasts are making money with Midroll.”

Over 100 companies advertise with Midroll from the likes of Warby Parker and Lisa Mattresses to personalized, online legal solutions company LegalZoom. Internal Midroll surveys of 300,000 listeners found that "63% of people bought something a host had promoted on their show and 78 percent agreed (and 21 percent agreed strongly) that their opinion of a company is more positive when they hear it mentioned in one of the podcasts they regularly enjoy."

All in all podcasts are fun for the both the listeners and the advertisers. With that being said, here are some podcast recommendation from Springbox’s mouth to your ears, literally, because you listen to podcasts, wait for it... with your ears.

Pod-recos

Comedy Bang! Bang! 

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Hosted by comedian, Between Two Ferns producer and all around raconteur Scott Aukerman. This podcast features celebrities, comedians, characters, rap battles, and never ending games of would you rather. But be sure not to ask question before the floor is open, that is of course a classic would you rather blunder.

Doug Loves Movies

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A podcast for movie and comedy fans alike, this show features host Doug Benson with celebrity and comedian friends competing in movie based trivia games and ultimately realizing they didn’t know as many of the actors in Ghostbusters as they had thought.

Star Talk Radio

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Do you want to know more about space, but get too bogged down in how complicated things get when you combine the astros and physics? Yeah, I mean, who doesn’t that apply to. StarTalk radio bring the cosmos closer to home and closer to the comprehension level of the majority of the human race. Host and noted astrophysicist Neil deGrasse Tyson, usually accompanied by a comedian (the public representative) explains space time and all that’s in between in a more relatable / digestible way.

Pistol Shrimps Radio

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Definitely the weirdest recommendation. If you’ve ever wondered what it would be like to listen to to two guys call a basketball game, played by mostly celebrity / comedian / model women known as The Pistol Shrimps, who have little to no knowledge of the game of basketball, this is the podcast for you.