Audio creators The new creative frontier
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20,000 foot view: While exclusive content deals with celebrity names signposted the audio strategy of many of the market’s big players, audience platforms are already recognising the growing importance of independent audio creators as the market develops and expands. However, to capitalise on this crucial growth opportunity, audience platforms must grasp the challenges facing audio creators in this fast-changing market. To help better understand creator needs and aspirations, MIDiA interviewed a diverse mix of independent podcast creators.
Key insights
- Audio creators from a variety of backgrounds, with little or no audio
- The proliferation online resources, including community forums, videos, recording / editing software hosting platforms, have lowered the to entry to the podcast
- Earning an is often not the main to start a podcast, but a creative interest in the
- As creators their audiences, and earning revenue more realistic, many podcasters professionalise turning their podcast into a business
- Signing to podcast network is not the for all creators, in fact, creators prefer to work independently maintain creative control
- Discoverability is core challenge facing audio creators, the lowered barriers to entry to oversupply, and worsened by often competing with other content on the same platforms
- Connecting with on a variety of platforms services is a key focus audio creators so they can their listeners and continue to their fanbase
- Success is by a combination of measurable such as downloads per episode, personal fulfilment
- Podcasts can to other opportunities in a life, such as paid speaking and can serve as a to build a larger brand
Companies and brands mentioned in this report: Anchor, Apple, Alex Cooper, Descript, Earwolf, Emma Chamberlin, GarageBand, iHeart, Instagram, Joe Rogan, Kim Kardashian, Luminary, Moment House, Patreon, Podbean Riverside.Fm, Reddit, She Podcasts, Spotify, Stitcher, TikTok, Tyler Oakley, Twitter Spaces, Wondery, YouTube