Rutger Rosenborg | MIDiA Research

Audio advertising: What podcasts can learn from radio

11 Jul 2024

Radio has been the dominant audio format for a century — and arguably, it still is. According to MIDiA’s Q1 2024 Consumer Survey , 49% of respondents in all tracked markets (excluding China) say they...

min read

From X to Instagram, the line between social video and podcasts is blurring

Rutger Rosenborg

3 Jul 2024

Podcasts

social media

social video

As the podcast industry wakes up to the fact that video podcasts are growing –– and fast –– MIDiA’s 2024-2030 podcast forecasts confirm the source of much of that growth: YouTube. YouTube video...

min read

How DistroKid can leverage its podcast partnership to help artists tell their stories

Rutger Rosenborg

27 Jun 2024

Podcasts

distrokid

music distribution

On the heels of MIDiA’s report “ Defining podcast taste: The universal appeal of music, news, and comedy ”, podcast network Evergreen Podcasts and independent music distributor DistroKid announced...

min read

The verdict is in: Music is podcasting’s biggest missed opportunity

Rutger Rosenborg

19 Jun 2024

Podcasts

Spotify

podcast market

While there are plenty of charts that provide insight into the most downloaded podcasts on each platform globally, these data give a very granular perspective on consumer preferences. Podcast platforms,...

min read

Defining podcast taste
The universal appeal of music, news, and comedy

Rutger Rosenborg

June 2024

Business Strategy

While the epicentre of podcasting revenue is in the West, the listener base has become truly global. According to MIDiA’s podcast forecasts, Asia Pacific already accounts for three times as many podcast...

Popular Spotify podcasts are driving listeners to music streaming

Rutger Rosenborg

June 2024

Read the case study …

Spotify’s engagement game: How Nebula and direct video uploads could change podcasting

Rutger Rosenborg

12 Jun 2024

Podcasts

video podcasts

Spotify

In May 2019, Dave Wiskus and a handful of YouTubers launched an independent subscription service called Nebula. The purpose of Nebula was to provide creators — namely, video creators, podcasters, and...

min read

Branded podcasts level up: Ubisoft’s gaming podcasts bring games to life for new audiences

Rutger Rosenborg

7 Jun 2024

Podcasts

gaming

Marketing

As the podcast listener base grows , companies across several industries — from automotive to fast food — see podcast production as a way to market to new audiences (sort of like an audio blog). Branded...

min read

The countdown begins for audiobooks on Spotify

Rutger Rosenborg

23 May 2024

Spotify

audiobooks

music publishing

As Spotify rolls out music-like features for audiobooks, the company still finds itself at odds with the music business, courting one publishing industry while ruffling the feathers of another. So far,...

min read

Audio is not enough: Why audio platforms and creators are betting on video

Rutger Rosenborg

8 May 2024

Podcasts

audiobooks

subscription video on demand

Video may have killed the radio star, but digital audio platforms and creators increasingly see video as a beneficial supplement to podcasts and audiobooks. From ghost podcasts filmed for social media...

min read

Amazon opens the IP tap for its Audible to Prime Video pipeline — your move, Apple

Rutger Rosenborg

2 May 2024

subscription video on demand

Streaming Video

Amazon

Marvel proved that spinning out intellectual property (IP) from comic books to movie franchises could be incredibly lucrative. With the growth of video games, this transmedia strategy has expanded to streaming...

min read

Spotify’s publisher dilemma: Audiobook bundling makes music publishers mad — is all-in-one audio sustainable?

Rutger Rosenborg

25 Apr 2024

audiobooks

Music Streaming

Spotify

Try as you might, you cannot make everyone happy. Spotify is learning that the hard way as the company tries to make the case for audiobooks to users, shareholders, and the book publishing industry —...

min read

Inverse incentives: the implications of Spotify’s Substack integration for podcasts

Rutger Rosenborg

19 Apr 2024

Audio

Podcasts

Spotify

As platform decay seeps into major tech platforms and microcultures proliferate across the internet, feature development becomes less about building native tools and more about third-party integrations...

min read

What podcast slowdown? 1.2 billion people will be listening by 2030

Rutger Rosenborg

11 Apr 2024

Podcasts

spotify podcasts

Spotify

Is podcasting slowing or growing? Both, as it turns out. With marketing and advertising budget cuts contributing to layoffs and cancellations at major podcasting players like Spotify and NPR, 2023 was...

min read

Spotify wants to make podcasts a marketing driver for music

Rutger Rosenborg

4 Apr 2024

Podcasts

Music Streaming

music industry

Last summer, Variety published an article about the effect Alex Cooper’s Call Her Daddy podcast has on boosting the streams of her musician guests . According to Spotify, Anitta’s streams increased...

min read

AI could enable a golden age of audio piracy

Rutger Rosenborg

28 Mar 2024

audiobooks

Podcasts

Spotify

Everyone knows the story: In the early 2000s, peer-to-peer (P2P) file-sharing platforms like Napster, Kazaa, and LimeWire helped digital music piracy proliferate, ultimately decimating recorded music revenue...

min read

MIDiA Research 2024–2030 global podcast forecasts
Road to a $10 billion business

Cover image for MIDiA Research 2024–2030 global podcast forecasts

Mark Qi and Rutger Rosenborg

March 2024

Business Strategy

The temporary digital consumption boom of the pandemic gave way to an inflationary landscape fuelled by global supply chain issues and geopolitical crises. While inflation levelled out in 2023, the residual...

As Spotify corners audiobooks, Audible eyes functional audio

Rutger Rosenborg

22 Mar 2024

audiobooks

Podcasts

Spotify

Over the course of 30 years, Audible’s catalogue has grown to include more than 470,000 audiobooks, at least according to their own ads . In less than a year, Spotify’s catalogue has grown to include...

min read

New audiobook pricing gives Spotify the best of both worlds

Rutger Rosenborg

6 Mar 2024

audiobooks

Spotify

Audible

In late 2023, Spotify slowly started rolling out audiobooks to Premium subscribers in select markets . In contrast with Spotify’s unlimited supply of music, Premium subscribers were allotted 15 hours...

min read

Why don’t we hear popular music on popular podcasts?

Rutger Rosenborg

29 Feb 2024

Audio

Podcasts

Streaming

There are a number of popular podcasts that dissect popular music. One is called, well, Dissect . Others are Popcast , Song Exploder , and Switched on Pop . Podcasts like these usually play extended sections...

min read