Audio Case Studies from MIDiA Research

How Max is already closing the audience gap

Annie Langston

1 Jun 2023

Business Strategy Audio

As consumption and consumer attention fragments across platforms, it is increasingly important that subscription video on-demand (SVOD) services maximise reach by offering related on-demand content in other formats, which can include podcasts. Many major platforms already produce companion podcasts as additional content for their most popular TV sh...

Spotify’s new podcast features mimic music discovery

Annie Langston

3 Apr 2023

Audio

The economic recession has resulted in a series of layoffs in audio divisions across many major platforms. Spotify’s investments in the podcast market outweighed its competitors, and the reductions were similarly high, specifically in acquired networks, like Gimlet Media.

Markiplier’s podcast breakthrough sets a new precedent for games creators

Annie Langston and Kazia Rothwell

3 Apr 2023

Spotify Games Markiplier

Over the past decade, YouTube, Twitch, and other social platforms have become hotbeds for games creators. They have transformed the culture around games by creating a new level of community and connection among gamers, streamers, and the games themselves.

Global Radio illustrates the opportunities for radio’s digital transition

Annie Langston

1 Mar 2023

Business Strategy Audio

Radio’s future growth depends on its ability to transition its content to a digital space while both maintaining traditional listeners and expanding to younger audiences. This means exploring podcasts, videos, and other types of on-demand digital content.

Apple Music taps into mainstream music audience to grow podcast videos

Annie Langston

1 Feb 2023

Business Strategy Audio

Apple Music taps into mainstream music audience to grow podcast videos Podcast videos are becoming an essential way for creators to both market their podcasts and reach new audiences. Several streaming platforms, including Spotify and Apple Podcasts, now support video podcasts for creators.

Spotify’s audiobook vertical brings a new format to the masses

Annie Langston

4 Jan 2023

Audio

Spotify successfully integrated podcasts into its platform and has the potential to do the same for audiobooks. In September 2022, Spotify launched its official audiobook vertical with over 300,000 titles available for à-la-carte purchasing. While the Apple App Store commission has disrupted this strategy, the à-la-carte model differentiates Spot...

Europe-born Podimo is set to infiltrate the entire Western market

Annie Langston

30 Nov 2022

Audio

Spotify has led investments in the podcast market and is the top platform for accessing podcasts globally, with 43% penetration among podcast listeners. However, as podcasting is still a relatively niche format, there is still a window of opportunity for international platforms to compete with the major Western tech platforms on a global scale.

NPR continues to capitalise on radio foundations in the podcast market

Mark Mulligan, Keith Jopling, Tatiana Cirisano and Annie Langston

28 Sep 2022

Audio

Broadcast radio has a clear opportunity to further expand its traditional offerings in digital audio. By utilising its expertise in programming and content creation, radio can bring both its established audio audiences and reach a new generation of listeners through podcasts.

Spotify expands the solutions to creators’ discovery problem

Annie Langston

27 Jul 2022

Business Strategy Audio

The audio market’s growth will rely on the ability of platforms to service creators, especially as the barriers to entry continue to lower. One of the key challenges for audio creators is discoverability, with competition from other audio formats – making it even harder to be heard.

BBC Sounds transitions radio listeners to digital audio

Annie Langston

29 Jun 2022

BBC Audio

The expansion of the digital-audio market will rely on the transition of traditional radio listeners to digital formats. Although millennials currently dominate digital audio and gen Z is developing its listenership, older radio listeners already show an appetite for audio that has yet to be fully catered to by digital formats.

SXM Media
SXM Media’s advertising tool aims to better target audio consumers

Annie Langston

6 May 2022

Audio

Ad relevance is crucial for the audio advertising world, where the most attentive audio listeners are also the most likely to skip ads. In January 2022, SXM Media announced the launch of AudioID, an identity solution that intends to modernise audio advertising.

BBC Sounds
BBC Sounds sets a blueprint for broadcaster podcast strategy

Mark Mulligan

9 Oct 2020

Spotify Home audio Digital audiences

Sounds is the BBC’s successor audio app to iPlayer Radio, combining live radio, on-demand programmes, music, and podcasts. Although it faced some resistance to the app initially – predominately from older audiences fearful of change – Sounds has quickly become the best performing broadcaster audio app across the markets that MIDiA tracks.

Case Studies: Audio