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Podcasting, Seriously Newsletter from LWC Studios
Curated and written by Kori Doran.

December 1, 2022

We're back with some goodies and LOTS of info and opportunities! Upcoming webinars to maximize your podcasting efforts, podcast industry reports, the opportunity to pitch your great ideas, be part of a survey and soak up some words of wisdom on podcasting monetization (or not). You know what to do 

Upcoming Webinar 

Help Your Podcast Thrive By Treating It Like a Product with Rekha Murthy on December 17, 1-2pm ET. Successful podcasts are products of great design, strategy, and so much more. Rekha Murthy is here to help carry your podcast to the top. Register Now!

Cumulus Media And Signal Hill Insights' Podcast Download – Fall 2022 Report 

Cumulus Media and Signal Hill Insights have an ongoing series of studies that present a comprehensive evaluation that examine podcast audience and advertiser trends over the past five years. This study was conducted online using a nationally representative sample of 603 participants who were over the age of 18, spent at least an hour listening to, or watching podcasts within the last week, and were not employed in the advertising, public relations, marketing, market research, radio, television, digital or podcasting industries. Surveys were conducted from 9/23-10/4/22.

An overview of the findings includes:
  • Spotify and Youtube are the leading podcast platforms
  • Weekly listeners co-listen with their children
  • Podcast listeners are eager to engage with their favorite podcasts
  • Brand safety is in the eye of the listener
  • Watchable podcasts are becoming more popular
  • Podcast advertising is a creative way to capture streamers
Read more below for a short examination of the profile of the weekly listener, the growing popularity of watchable podcasts, and podcast advertising. View the full report here.

Who is the "Weekly Listener"?
26% of Americans are weekly podcast listeners. The weekly podcast listener is made up of a majority of people who have been listening to podcasts for over 4 years (Podcast Pioneers), and who spend an average of 8 hours listening to podcasts each week. This audience is consuming an average of 6.6 episodes per week across an average of 5.3 different shows per week. A majority of weekly podcast listeners are aged 18-34 (46%), and the mean listener age is 38.5 years old. Male-identifying listeners make up 53% of weekly listeners, compared to 47% identifying as women and 1% identifying as non-binary.

The Intrigue in a Visual Experience is Growing
7% of the weekly podcast audience indicated watching a visual component of podcasts as their exclusive method of consumption. Yet, based on a measure of consumer desire, nearly one-third (28%) of podcast audiences prefer to actively watch their podcasts when a video component is available. 29% of listeners prefer to play the video in the background or minimize the screen on their device while listening, while 43% of listeners prefer to listen to the audio only. A majority of those who prefer actively watching identified as men (62%) and those who prefer audio only was majority women (57%). It’s also interesting to note the difference in genres by those who want to watch versus listen. Listeners who prefer to watch, are viewing Music and Health/Fitness podcasts more than other genres, while those who prefer to audio-only listen to a majority of True Crime podcasts.

Podcast advertising is becoming mainstream
In 2022 87% of businesses discussed investing in podcast advertising and more than half (61%) of national marketers and media agencies currently advertising in podcasts. This represents a major growth of current podcast advertising activity by nearly 20% compared to 2021 (45%).

Call For Pitches 

LWC Studios Invites Pitches for New Investigative Podcast about Latina Health and Lifetime Outcomes in Greater Chicago Area. LWC Studios will begin production on its next investigative narrative podcast in early 2023. The series will be an open-source investigative podcast with documentary-style episodes that chronicle the health, wellness, and life outcomes of Latinas aged 0-100+ in the United States. Learn more.

What We're Into 

  • Air Community Survey 2022 
    AIR's 2022 Audio Community Survey is now open and we'd love to hear from you about your experiences working within the audio industry. Your answers to these questions will help AIR understand the needs of the audio community and prioritize what issues to address in 2023. You don’t have to be an AIR member to fill out the survey: if you identify as an independent in radio or podcasting we’d love to hear from you. Last year, we heard from 300 members of the audio community. As a thank you for completing the survey, AIR is offering a 15% discount on AIR Professional memberships and renewals. The deadline to complete the survey and redeem the discount code is December 31, 2022.
  • Be a guest on our show! 
    If you're an adult child of immigrants or first-gen, we want to hear about your experience having difficult conversations across cultural and generational lines. A full list of episodes for How to Talk to [Mami and Papi] about Anything can be found here. Contact our producer Virginia Lora to be featured on the show.

Podcasting, Seriously at Home 

Access our on-demand collection. Easy-to-watch, online webinars featuring in-depth presentations covering a full range of podcasting skills, from launch, production, growth and more.

Advertise With Us, Seriously 

Reach thousands of creatorsproducers, hosts, editors, and sound designers with the click of a button. Choose your ad package, give us the details, pay online and we'll take care of the rest. In our newsletter, your ad will make impressions on those working in the highest levels of podcasting and digital audio. Thank us later.

Our Sponsors 

JESUS PANCAKE is a new 9-episode audio drama series from Artist Soapbox. Microwaves, family secrets, and the Potential of a Pancake converge in this zany dark comedy about a woman reckoning with her power for the first time. This irreverent series is not really about Jesus ...or pancakes.

What We're Listening To 

From Us:
  • This week on How to talk to [Mamí & Papí] About Anything is the first episode of a special holiday series exploring the various relationships between food and families, featuring the LWC Studios team and some of our friends. In "Questioning Pap's Food Choices, the show producer, Virginia, is concerned about her Peruvian father's eating habits and insists her entire family should eat more vegetables. She is joined by registered dietitian Dalina Soto who offers advice and busts some myths about Latin American foods.
From Others:
  • In the latest episode of SCALED, "Turning Pain Into Opportunity During the Pandemic", Laura Oldaker, CEO of the healthcare training company, Academy on Demand, shares her expertise in senior care and strategy toward focusing on innovation, which helped her company thrive during the pandemic. SCALED is the first podcast by LBAN, the Latino Business Action Network, and features alumni from the LBAN Business Scaling program at Stanford. Industry leaders join program alums Elian Savodivker and Juleyka Lantigua in conversations that put a human face to LBAN's world-class research on Latino entrepreneurship.

Overheard on Podcasting, Seriously Live 

Bryan Barletta, CEO & Founder of Sounds Profitable joined us before the holiday break for our final Twitter Spaces conversation to discuss the economics of podcasting, and why monetization isn't always the answer.

Key takeaways:
  • Identify and quantify your goals. Be real. Determine what you really want to live well and be purposeful in your actions. How much money do you need? What would your schedule look like if you had more or less time for your hobbies? 
  • The difference between a hobby and a profitable career is INVESTMENT. Do you want to contribute your time to all of the aspects needed to make that hobby profitable? Do you have something to trade ($$, skills, or an audience) for promo, advertising, or monetization?
  • If you want to podcast for money, think about working in the industry. The business of podcasting is vast. There is a myriad of roles you can apply for to satisfy your creative itch while maintaining financial stability. And once you're in the door and you have a passion podcast, share it with your team!
  • Money doesn't always equate to value. Podcasts and other creative ventures can be meaningful just because they're fun! Your passion project is a gateway space to build connectivity by sharing what you care about and what interests you.
Podcasting, Seriously on Twitter SpacesThank you to all of the guests and listeners who joined our Podcasting, Seriously Live conversations. LWC Studios will continue providing helpful tips and crumbs of wisdom to succeed in the Podcast and Media Publishing industry through our Podcasting, Seriously at Home On-Demand Videos, and Workshop Series

Creator Spotlight 

Laura Cathcart RobbinsLori Mortimer (she/her)
A few years ago, Lori Mortimer left a corporate job for a mid-life career change to podcasting. She's now the host and producer of Mementos, a podcast about the emotional backstories of the objects we keep. Lori (and Mementos) recently joined Hub & Spoke, a nonprofit collective of creator-owned shows. In 2023, Lori will be launching a newsletter for new podcasters to share what she's learned: sound design tips for newbs from a newb. Her goal is to encourage and support other new audio makers by demonstrating that good sound design is achievable and affordable, even for people just starting out.

Learn more about Lori & Mementos on Twitter and Instagram
Let us know who we should feature next! We highlight creatives working in the podcasting industry and would love to feature you — yes you! Send us an email with your name, headshot, and a short bio to be included in an upcoming edition.

Community Offers 

Cool stuff our podcast friends want to give us! If you have a community offer, please email us.
  • Use promo code "seriously" at checkout to receive $40 (or one month) off on SquadCast.
  • Receive 50% off your first two months on Simplecast by following this link and entering code "ONSIMPLECAST."
  • Use promo code “buzzsprout” for 50% off your Riverside subscription when you sign up for a new account.
  • Get two months free podcast hosting on Acast by following this link and using code "LWC."
The Podcasting, Seriously Awards FundGet Refunded for Audio Training and Award Fees!
We're on a mission with AIR, Pacific Content, AcastTriton Digital, and Sounds Profitable to support BIPOC and LGBTQ+ independent audio creators in submitting work to awards and receiving education and training in the U.S., U.K., Canada, and Australia. Applications accepted year-round. Learn more about the Podcasting, Seriously Awards Fund, apply, and support.
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