Clammr Future of Podcasting 2015

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Clammr, the social audio discovery platform that recently opened to public beta, released its 2015 Future of Podcasting report featuring results of its exclusive survey of podcasters. The report details how podcasters feel about the state of podcasting in each of eight major areas ranging from audio production to distribution to audience development. The study also identifies the approaches podcasters cite as being most effective for growing listenership.

Please see our guest column TechCrunch for some of our conclusions in the context of the overall podcasting and audio sectors http://techcrunch.com/2015/07/18/the-future-of-podcasting/.

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Clammr Future of Podcasting 2015

  1. 1. Future of Podcasting 2015 Clammr | Social Audio Discovery
  2. 2. • Social discovery platform for podcasts and other audio available as iOS app and on web – users call us “Audio Instagram” and “Audio Twitter” • Continuous stream of personalized short audio clips (max 18 seconds) that can launch full-length audio or link out to external sources • Listeners and audio creators can create their own Clammrs and simultaneously share them to Twitter/Facebook, SMS/email them, or embed as widgets on other digital properties • Podcasters using Clammr to extend their social reach 1 About Clammr
  3. 3. • Podcasting has an opportunity drive a broader trend toward on-demand audio that will reshape the $65+B global audio market • Innovators need to solve for two major challenges in order for podcasting to cross into mass adoption: • Podcasting needs to become more discoverable and social in order to drive audience growth • Podcasters must see a pathway to monetization • Podcast solutions must account for a smartphone OS ecosystem that features fragmented tools on Android and vertical integration of playback experience on Apple 2 Research Conclusions
  4. 4. • Several indicators suggest podcasting is poised to cross into mass adoption: 32% increase in the volume of Google searches for the term “podcast”; 37% increase in downloads; and a 38% increase in the number of podcasts produced • Cautionary indicators suggest underlying growth coming from existing listeners more than an expansion of the user base: monthly user penetration stands at 17% and growth slowed down from 25% in 2013-14 to 12% in 2014-15; awareness below 50% and grew by 2% in 2014-15 • Emerging shift to on-demand audio, putting large $65B global audio market up for grabs. Underlying enablers of on-demand reaching ubiquity: smartphone penetration (55%); 4G wireless data with 5+ Mbps speeds (98% availability); cars with infotainment systems (Toyota, Ford, others shipping as standard equipment) • Podcasters satisfied with tools covering the basic blocking and tackling of podcasting: sound editing and processing (92% satisfied); hosting and distribution (82% satisfied); web presence (69% satisfied); analytics and tracking to a lesser degree (56%) • Significant podcaster concerns with: generating new listeners and app presence (76% dissatisfied); monetization (73% dissatisfied); and social media presence (51% dissatisfied) • Social media (81% of podcasters) and word of mouth (74% of podcasters) are the most popular channels for audience growth • Podcasts have become a mobile phenomenon (66% of listening), occurring largely on Apple iOS (82% of mobile listening) with the native Apple Podcasts app (78% of iOS listening) 3 Research Highlights
  5. 5. Where Is Podcasting Headed? 1 Slower than the 148% growth in smartphone penetration during the same time period from 2010-2014 2 Growth from May 2014 to May 2015. This uptick started in May 2014 and preceded the October 2014 launch of Serial. While Serial likely drove the bump from October-January 2014, it does not alone explain the rising interest in podcasts Source: Google Trends (reflects relative search volume); Clammr Social Audio Discovery 4 Google U.S. Search Interest in Podcasts, 2005-15 50% decline from January 2006 peak 34% increase to May 2010-20141 Rapid one-year growth in 2005 32% rapid one-year growth2 ?
  6. 6. The Positive Case for Podcasting: Crossing the Chasm to Mass Adoption? Note: Number of Podcasts and Number of Downloads reflect 2013-14 growth on Libsyn hosting platform (most recent available data). Podcast Searches 2014-15 growth Source: Libsyn; Google; Clammr | Social Audio Discovery 5 38% podcast shows produced 37% podcast plays 32% Google searches for podcasts (relative volume)
  7. 7. The Cautious Case Against Podcasting: Hyped-Up Niche That’s Jumping the Shark? Note: Listener growth rate reflects drop from 25% 2013-14 growth to 13% 2014-15 growth. Podcast awareness reflects 2014-15 growth. Source: Edison Research; Clammr | Social Audio Discovery 6 53% slowdown in monthly listener growth 2% growth in podcast awareness
  8. 8. 1 Broadcast includes AM/FM Radio (52%), Sirius XM (8%), and TV music channels (5%). Owned includes CDs and downloaded digital audio files. On-demand includes Internet radio/music (12%), podcasts (2%), and other (<2%) 2 Includes ~$45B radio (~75% advertising) and ~$20B recorded media Source: Edison Research; PWC; Clammr | Social Audio Discovery 7 65 20 15 Broadcast Owned On-demand Share of Time by Audio Source, 2014 (Percent)1 On-Demand Emerging in Audio
  9. 9. Source: Statista; Novarum; Clammr | Social Audio Discovery 8 55% of U.S. population has smartphone 98% LTE network availability with 4G speeds of 5+ Mbps Infotainment systems standard on Ford, Toyota, and other makes Technology Enablers for On-Demand Audio Reaching Ubiquity
  10. 10. Two Challenges Podcasters Face: Audience Growth and Monetization 1 Question: “We would like to understand your current level of satisfaction with several elements of creating a podcast. Please rate each on a scale of 1-6.” n=59 2 Combines responses to individual questions about audience growth and app presence Source: Clammr | Social Audio Discovery 9 -76 -73 -66 -56 -51 56 69 83 92Podcast creation tools Hosting and distribution Web presence Analytics and tracking Social media presence Audience growth App presence Revenue generation Podcaster Satisfaction with Elements of Podcast Creation (Percent)1 Audience growth & apps2 Audience growth requires that podcasts become more discoverable and more social
  11. 11. 10 Drivers of Podcast Listener Growth (Percent)1 3 3 5 5 8 12 25 27 75 81 Misc Podcast players Email Events Guests Paid advertising Search results Other podcasts Word of mouth Social media 1 Question: “What drives new listeners to your podcast? Check any items below that are responsible for more than 10% of new listeners” n=59 Source: Clammr | Social Audio Discovery Podcasters Rely on Social Channels for Growth – Despite their Overall Dissatisfaction
  12. 12. 11 Podcasts Have Become a Mobile Phenomenon How Users Listen to Podcasts (Percent) 1 Based on sample of RawVoice clients covering March 2014 – March 2015. Draws on global listenership of RawVoice clients who are predominantly English-speaking – approximately 80% of listenership is US-based Source: RawVoice; Clammr | Social Audio Discovery 34 66 Desktop / Laptop Mobile / Tablet
  13. 13. 12 Android Punches Below Its Weight in Podcasting 53 16 41 82 6 2 Smartphone Market Share Podcast Listening Other Smartphone Platform Share of Users and Podcast Listening (Percent)1 Fragmentation and lack of backend tools (e.g., podcast directory) limits podcasting growth on Android 1 Installed base of US smartphone subscribers covering three-month period to January 2015 2 Based on sample of RawVoice clients covering March 2014 – March 2015. Draws on global listenership of RawVoice clients who are predominantly English-speaking – approximately 80% of listenership is US-based Source: RawVoice; Comscore; Clammr | Social Audio Discovery
  14. 14. 13 Apple’s Native Podcasts App Unifies Experience – May Inhibit Solutions Focusing on Playback Experience How Users Listen to Podcasts on iOS (Percent)1 1 Based on sample of RawVoice clients covering March 2014 – March 2015. Draws on global listenership of RawVoice clients who are predominantly English-speaking – approximately 80% of listenership is US-based Source: RawVoice; Clammr | Social Audio Discovery 78 22 Other Apple Podcasts App App Store pushes users to native Podcasts app
  15. 15. More About Clammr: How Podcasters Use Clammr to Extend Social Reach • Turn highlights of shows into social media content that gets distributed simultaneously to existing social outlets • Enable show fans to share their favorite moments and generate additional social reach • Provide media outlets (e.g., blogs, fan sites) with additional format that they can use (embeddable widgets), which links back to show 14 Contact Parviz Parvizi | parviz@clammr.com | +1 617 595 8116
  16. 16. Appendix
  17. 17. Podcast Awareness and Penetration 16 % of Population Aware of Podcasts % of Population Listening to at Least One Podcast % of Population Listening to a Podcast in Past Month 2006 22 11 2007 37 13 2008 37 18 9 2009 43 22 11 2010 45 23 12 2011 45 25 12 2012 46 29 14 2013 46 27 12 2014 48 30 15 2015 49 33 17 1 US population 12 or older Source: Edison Research; Pew
  18. 18. Podcast Episodes and Downloads 17 Podcasts hosted on Libsyn (thousands) Podcast download requests on Libsyn (billions) 2012 12 1.6 2013 16 1.9 2014 22 2.6 1 US population 12 or older Source: Edison Research; Pew
  19. 19. 18 Over 60% of Podcast Listening Across All Platforms Occurs on Apple-Owned Applications How Users Listen to Podcasts Across Desktop and Mobile1 1 Based on sample of RawVoice clients covering March 2014 – March 2015. Draws on global listenership of RawVoice clients who are predominantly English-speaking – approximately 80% of listenership is US-based Source: RawVoice; Clammr | Social Audio Discovery 43 18 23 15 Other Mobile Apple Podcasts App Apple iTunes Other Desktop Apple-owned application
  20. 20. 19 Podcasters Are Optimistic About the Future 3 39 58 Modest Growth (less than 10%)Significant Growth (more than 10%) Flat Podcaster Expectations About Audience Growth (Percent)1 1 Question: “What do you expect will happen with your podcast's audience over the next 12 months?” n=59 Source: Clammr | Social Audio Discovery

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