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Future of Podcasting 2015
Clammr | Social Audio Discovery
• 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
• 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
• 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
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
?
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)
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
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
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
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
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
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
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
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
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
Appendix
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
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
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
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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Clammr Future of Podcasting 2015

  • 1. Future of Podcasting 2015 Clammr | Social Audio Discovery
  • 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. • 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. • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  • 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. 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. 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. 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