美國播客行業(yè)市場前景及投資研究報告-培訓(xùn)課件外文版2024.4

DIGITAL

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TRENDSPodcastingintheU.S.CHAPTER

01PublishersandhostsRevenuegeneratedbyiHeartMedia,Inc.from2015to2023(inbillionU.S.dollars)iHeartMediarevenue2015-20234.53.914.03.753.683.613.573.593.563.443.53.02.52.01.51.00.50.02.952015201620172018201920202021202220233Description:MassmediacompanyiHeartMediagenerated2.95billionU.S.dollarsinrevenuein2020,downfrom3.68billioninthepreviousyear.Thisnumberrecoveredtoapre-pandemiclevelof3.56billionU.S.dollarsin2021,furtherincreasingto3.75billionU.S.dollarsin2023.Overall,thecompany'srevenuepresentedagrowthbetween2017and2019,whichwaslargelyduetoincreasesindigitalandpodcasting.

ReadmoreNote(s):Worldwide;2015to2023Source(s):iHeartMediaRevenueofNationalPublicRadio(NPR)intheUnitedStatesfrom2015to2023(inmillionU.S.dollars)NPRrevenueintheU.S.2015-2023350300318.68309.69309.09283.38275.4225020015010050235.02232.8213.1195.902015201620172018201920202021202220234Description:In2023,NPRgeneratedoperatingrevenuesof318.68millionU.S.dollars.Thismarksaslightincreasefromthefiguresreportedinthepreviousyear.NationalPublicRadiobattlesiHeartRadioeachmonthforthetopspotastheleadingpodcastpublisherintheUnitedStatesbasedonuniquemonthlyaudience,andinMay2020had23.9millionlisteners.ReadmoreNote(s):UnitedStates;2015to2023;revenueconsistsofoperatingrevenueforforNPR,Inc.’sunrestrictedregularoperationsSource(s):NPRInvestmentofNationalPublicRadio(NPR)inPodcastMediaLLCin2018and2022(inthousandU.S.dollars)NPRinvestmentinpodcastingintheU.S.2018-20222,5002,010.822,0001,5001,198.691,000483.33500000201820192020202120225Description:In2020,NationalPublicRadioinvested1.20millionU.S.dollarsinPodcastMediaLLC,downfrom2.01inthepreviousyear.In2021and2022,NPRdidn'tinvestanythinginPodcastMedia.PodcastMediaoperatesapodcastplatformforAndroid-andiOS-supporteddevices.NPRstatesthatthedissolutionofPodcastMediawillbecompletedin2023.ReadmoreNote(s):UnitedStates;2018and2022Source(s):NPRSpotify'srevenueworldwidefrom2013to2023(inmillioneuros)Spotifyrevenue2013-202314,00013,24711,72712,00010,0008,0006,0004,0002,00009,6687,8806,7645,25920184,09020172,95220161,94020151,08520147462013201920202021202220236Description:In2023,?musicstreamingserviceSpotifygeneratedarevenueofover13.2billioneuros,upfrom11billioninthepreviousyear.ThemajorityofSpotify'srevenuescamefromitspremiumsubscribersratherthanadplacements.FoundedinStockholmin2005,theformerstart-upisnowamarketleaderinthedigitalmusicstreamingsector,competingalongsideestablishedcompaniessuchasAppleandtheirstreamingserviceAppleMusic.

ReadmoreNote(s):2013to2023Source(s):SpotifyCHAPTER

02LeaderboardLeadingpodcastpublishersintheUnitedStatesinDecember2022,byuniquemonthlyaudience(inmillions)LeadingpodcastpublishersintheU.S.2022,bymonthlyuniqueaudienceUniquemonthlyaudienceinmillions05101520253035iHeartPodcastsWondery30.4325.51NPR18.25NBCNews10.219.43NewYorkTimesTheWaltDisneyCompanyPRX8.055.295.26FoxAudioNetworkBarstoolSportsDailyWire6.387.818Description:InDecember2022,iHeartPodcastshad30.43millionaudiencemembersintheUnitedStates.ArankingoftheuniquemonthlyaudienceofthemostpopularpodcastpublishersshowedthatNationalPublicRadiocamethirdwith18.25million.WonderyovertookNPRinthelastyear,reachingamonthlyaudienceof25.51million.ReadmoreNote(s):UnitedStates;December2022;mobileanddesktopU.S.podcastaudienceSource(s):PodtracNumberofmonthlypodcastlistenersonSpotifyandApplePodcastsintheUnitedStatesin2022(inmillions)NumberofpodcastlistenersonSpotify&ApplePodcastsU.S.20223532.53025201510528.50SpotifyApplePodcasts9Description:Accordingtoaforecastonthehabitsofpodcastlistenersin2022,SpotifyhasovertakenApplePodcastsintermsofmonthlypodcastlistenersintheUnitedStates.Spotifyisestimatedtoreach32.5millionpodcastlistenerspermonthwhileApplePodcastispredictedtoonlyhave28.5millionmonthlylisteners.However,bothnumberspresentanincreaseinlistenernumbercomparedtothepreviousyear.

ReadmoreNote(s):UnitedStates;February2022;forecastSource(s):eMarketerPreferredpodcastprovidersamongadultsintheUnitedStatesasofOctober2022PreferredpodcastprovidersintheUnitedStates2022Shareofrespondents15%0%5%10%20%25%30%35%YouTubeSpotify33%24%ApplePodcastsPandora12%7%iHeartRadioOther6%4%SiriusXM4%4%NoneoftheaboveStitcher1%10Description:InOctober2022,33percentofAmericansusedYouTubetoaccesspodcasts,makingitthemostpopularplatformforadultsintheUnitedStates.SlightlylesspopularwasSpotify,withjust24percentofrespondentsinthesurveynamingittheirpreferredchoiceofprovider.ReadmoreNote(s):UnitedStates;October29to31,2022;1,172respondents;18yearsandolderSource(s):MorningConsultLeadingconservativepodcastsonCastboxplatformworldwideasofthe3rdquarterof2023,bynumberofsubscribersTopconservativepodcastsonCastboxplatformworldwide2023,bysubscribersNumberofsubscribers20232022300,0000100,000200,000400,000500,000600,000562,864BenShapiroShowJordanPetersonPodcastO'Reilly'sNoSpinNewsDanBonginoShowLouderwithCrowderMarkLevinPodcastTheRubinReport470,120406,065110,234108,839115,51297,86494,81089,54576,91172,73158,55357,66354,780SeanHannityShowGlenBeckProgramMattWalshShow53,10954,10847,14052,13324,97211Description:AccordingtoastudyonpodcastconsumptionanalyzingdataontheU.S.basedpodcastplatformCastbox,thetopconservativepodcastwasthe"BenShapiroShow",inboth2022and2023.Theprogramgrewitssubscribersonthecastboxplatformbyanadditional12percentwithinayear.ThetoptwopodcastswerebothproducedbypodcastcompanyTheDailyWire.ReadmoreNote(s):Worldwide;Q32023,subscribedbyOctober11,2023Source(s):TheRightingCHAPTER

03AudienceoverviewNumberofusersofpodcastsintheUnitedStatesfrom2019to2028(inmillions)NumberofusersofpodcastsintheU.S.2019-20281201008060106.1798.72202791.27202683.7920254076.38202468.85202361.19202257.9549.48202020038.0620192021202813Description:Theindicator'Reach(Listeners)'inthe'Podcasts'segmentoftheadvertisingmarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2024and2028byintotal29.8millionusers(+39.02percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach106.17millionusersandthereforeanewpeakin2028.Notably,theindicator'Reach(Listeners)'ofthe'Podcasts'segmentoftheadvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):UnitedStates;2019to2028Source(s):Advertising&MediaInsightsNumberofmonthlypodcastlistenersintheUnitedStatesfrom2013to2023(inmillions)NumberofpodcastlistenersintheU.S.2013-2023180160140120100801641401201038875655760464040200322013201420152016201720182019*2020*2021*2022*2023*14Description:In2018,thenumberofpodcastlistenersintheUnitedStatesreached75million,anditispredictedthatthenumberofmonthlylistenerswillhit164millionintheyear2024,withthecompoundannualgrowthratebetween2019and2023peggedat17percent.ReadmoreNote(s):UnitedStates;2019;12yearsandolder;*Estimate.ReadmoreSource(s):Activate;EdisonResearch;PwCPercentageofconsumerswhoareawareofpodcastingintheUnitedStatesfrom2006to2022ShareofU.S.adultsawareofthetermpodcasting2006-202290%80%70%60%50%79%78%75%70%64%60%55%49%48%46%46%45%45%43%37%37%40%30%20%10%0%22%2006200720082009201020112012201320142015201620172018201920202021202215Description:Astudyreleasedinearly2022revealedthat79percentofU.S.consumersaged12yearsoraboveareawareofpodcasting,upbymorethan30percentfromadecadeago.Podcastshavebeengrowinginpopularityforseveralyearsandhavebecomewidespreadinuseforeducationalpurposes,storytelling,interviews,buildingbrandawareness,andmore.ReadmoreNote(s):UnitedStates;2006to2022;1,502respondents;12yearsandolderSource(s):EdisonResearch;TritonDigitalPercentageofconsumerswhohaveeverlistenedtoaudiopodcastsintheUnitedStatesfrom2006to2022ShareofU.S.consumerswholistentoaudiopodcasts2006-202270%60%50%62%57%55%51%44%40%40%36%33%30%29%30%20%10%0%27%25%23%22%18%13%11%20062007200820092010201120122013*20142015201620172018201920202021202216Description:Duringthelatestannualsurveyin2022,itwasfoundthat62percentofUSconsumerslistenedtoaudiopodcasts,upfrom57percentinthepreviousyear.Podcastshavegrownincreasinglypopular,withthepercentageofU.S.consumerssayingthattheyhadeverlistenedtoapodcastmorethandoublingoverthelastdecade.ReadmoreNote(s):UnitedStates;2012to2022;1,502respondents;12yearsandolderSource(s):EdisonResearch;TritonDigitalShareofmonthlypodcastlistenersintheUnitedStatesfrom2008to2023MonthlypodcastconsumptionintheU.S.2008-202345%42%41%40%35%30%25%20%15%10%5%38%37%32%26%24%21%17%15%14%12%12%12%11%9%0%200820092010201120122013*201420152016201720182019202020212022202317Description:In2023,asurveyonpodcastconsumptionrevealedthat42percentofU.S.adultshadlistenedtoapodcastwithinthelastmonth,afigurewhichhasmorethantripledoverthepastdecade.Weeklypodcastconsumptionhasalsosharplyincreased,andsomeoftheworld`sleadingpodcastpublishersachievemillionsofuniquestreamsanddownloadspermonth.ReadmoreNote(s):UnitedStates;2008to2023;2014:2,023;2015:2,002;2016:2,001;2017:2,000;2018:2,000;2019:1,500;2020:1,502;2021:1,507;2022:1,502;12yearsandolder;*Newdefinitionstartingin2013.Onedefinitionofpodcastingis[...]

ReadmoreSource(s):EdisonResearch;PewResearchCenterShareofU.S.populationthathavelistenedtoanaudiopodcastinthelastweekfrom2013to2022WeeklypodcastconsumptionintheU.S.2013-202230%25%20%28%26%24%22%17%15%15%13%10%10%5%8%7%0%201320142015201620172018201920202021202218Description:Astudyconductedinearly2022revealedthat26percentofUSadultshadlistenedtoapodcastduringtheweekleadinguptothesurvey,slightlydownfrom28percentwhosaidthesametheyearbefore.Weeklypodcastconsumptionhasgrownmorethanthreefoldsince2013,whenjustsevenpercentofconsumerslistenedtopodcastsonaweeklybasis.ReadmoreNote(s):UnitedStates;2013to2022;1,502respondents;12yearsandolderSource(s):EdisonResearch;TritonDigitalCHAPTER

04AudiencedemographicsShareofpeoplewholistentopodcastsonamonthlybasisintheUnitedStatesfrom2020to2022,byagegroupShareofpeoplewholistentopodcastsmonthlyintheU.S.2020-2022,byagegroup12-3456%35-5455+60%50%40%30%20%10%0%50%49%43%40%39%26%22%22%20202021202220Description:Accordingtoasurveyheldinearly2022intheUnitedStates,50percentofrespondentsaged12to34yearsoldhadlistenedtoapodcastwithintheprecedingmonth,comparedto22percentofthoseaged55orabove.Adultsinthelatteragecategoryhavebeenincreasingtheirpodcastlisteningconsistentlyforyears,andtheshareofthosewhohadlistenedtoapodcastinthelastmonthalmostdoubledbetween2017and2021.

ReadmoreNote(s):UnitedStates;2020to2022;1,502respondents;12yearsandolderSource(s):EdisonResearch;TritonDigitalDistributionofmonthlypodcastconsumersintheUnitedStatesin2022,bygenderMonthlypodcastconsumersintheU.S.2022,bygenderNon-binary/other1%Female46%Male53%21Description:Accordingtothemostrecentdata,53percentofthepodcastaudienceintheUnitedStateswasmale,while46percentwhohadlistenedtoapodcastinthelastmonthwerefemale.Podcastsweremorepopularamongusersinthe12-34agegroupcomparedtooldergenerations,andwerepredominantlyconsumedbyWhitepeople.ReadmoreNote(s):UnitedStates;January2022;1,502respondents;12yearsandolderSource(s):EdisonResearch;TritonDigitalShareofpodcastconsumersintheUnitedStatesandCanadaasofMay2021,bygenderU.S.podcastconsumersintheU.S.andCanada2021,bygender35%31%30%28%25%20%15%10%5%0%MaleFemale22Description:AstudyonU.S.andCanadianpodcastconsumersin2021foundthatamongthesurveyedrespondentswholistenedtopodcastsweeklyormore,31percentweremale.Consideringtherespondents,28percentwhosaidthattheyconsumedpodcastsonaweeklybasisormore,werefemale.ReadmoreNote(s):Canada,UnitedStates;January5toFebruary7,2021;42,224coreradiolisteners;18yearsandolder;from470radiostationdatabases;amongpeoplewholistenedtopodcasts/on-demandaudioweeklyormoreSource(s):JacobsMediaShareofadultswhosaidtheylistenedtoapodcastatleastonceinthepastmonthintheUnitedStatesin2022,bygenerationPodcastlisteningpenetrationintheU.S.2022,bygenerationJune2022July2022August2022September2022October2022November2022December202270%60%50%40%30%20%10%0%U.S.adultsBabyboomersGenXGenZMillennials23Description:AccordingtoastudyonpodcastconsumptionintheUnitedStatesin2022,thegenerationwiththehighestpenetrationratewasthegroupofmillennialswith59percentofrespondentsstatingthattheyhadlistenedtoapodcastwithinthelastmonthinDecember2022.TheformatalsoproofedtobepopularamongGenZin2022,with63percentofrespondentssayingthattheyhadconsumedapodcastwithinthelastmonthinOctober.However,thesurveyalsoshowedthattheformatwasnot[...]

ReadmoreNote(s):UnitedStates;JunetoDecember2022;2200respondents;18yearsandolderSource(s):MorningConsultPreferredpodcastformatwithorwithoutvideointheUnitedStatesasofOctober2022,bygenerationPodcastformatpreferenceintheUnitedStates2022,bygenerationShareofrespondentsListeningwithvideo

Listeningwithoutvideo15%

20%

25%0%5%10%30%35%40%45%32%AllU.S.adultsGenZ26%42%28%43%MillennialsGenX30%28%31%25%Babyboomers21%24Description:InOctober2022,asurveyonpodcastconsumptionintheUnitedStates,showedthatamongallgenerationsexceptGenX,podcastswithvideoweretheprefferedformat.Whileamongthegenerationofmillennials43percentofrespondentsstatedthattheypreferredapodcastwithvideo,GenXwasmoreleaningtowardsnovideowith31percentofrespondentsstatingthattheyfavouredpodcastswithoutvideo.

ReadmoreNote(s):UnitedStates;October29to31,2022;2,202respondents;18yearsandolderSource(s):MorningConsultCHAPTER

05ConsumptionShareofpeoplewholistenedtoapodcastinthelastmonthinselectedmarketsworldwide2021,bycountryShareofmonthlypodcastlistenersinselectedmarketsworldwide2021,bycountryShareofrespondents25%0%5%10%15%20%30%35%40%45%50%55%SouthKoreaIreland49%41%SpainUnitedStatesNorwaySwedenSwitzerlandCanada38%37%37%36%35%33%32%31%31%AustriaAustraliaItalyFinlandArgentina29%29%26Description:Accordingtoastudyfrom2021,podcastswereespeciallypopularinSouthKorea,where49percentofrespondentsstatedthattheyhadlistenedtoapodcastinthelastmonth.Amongtheselectedmarkets,podcastsweretheleastpopularintheUnitedKingdom,withonly22percentofsurveyedpeoplesayingthattheyhadlistenedtoapodcastwithinthemonthpriortothestudy.ReadmoreNote(s):Worldwide;endofJanuarytobeginningofFebruary,2021;*;18yearsandolder;*Samplesizevariedamongthecountries:Argentina:2,007;Australia:2,034;Austria:2,000:;Belgium:2,008;Canada:2,036;Chile:2,009;Denmark:2,005;[...]

ReadmoreSource(s):ReutersInstitutefortheStudyofJournalism;SpeechKit;YouGovPodcastconsumptionintheUnitedStatesasofMay2021,byfrequencyPodcastconsumptionintheU.S.2021,byfrequency45%42%40%35%30%25%20%15%10%5%20%15%14%9%0%DailyWeeklyMonthlyLessthanmonthlyNever27Description:AccordingtoastudyonpodcastconsumptionintheUnitedStatesasofMay2021,14percentofrespondentsstatedthattheylistenedtopodcastsonadailybasiswhile20percentsaidtheylistenedmorethanmonthly.Ontheotherhand,40percentsaidthattheyneverlistenedtopodcasts.ReadmoreNote(s):UnitedStates;January5toFebruary7,2021;42,224coreradiolisteners;18yearsandolder;from470radiostationdatabasesSource(s):JacobsMediaFrequencyofusingpodcastsasasourceofnewsamongadultsintheUnitedStatesasofAugust2022FrequencyofpodcastnewsconsumptionintheU.S.202260%50%40%30%56%20%10%10%8%10%0%6%6%4%DailyAfewtimesperweekOnceperweekAfewtimespermonthOncepermonthLessoftenthanoncepermonthNever28Description:AccordingtoasurveyheldintheUnitedStatesinAugust2022,podcastswerenotapopularnewssource,with56percentofrespondentssayingthattheyneverusedpodcastsfornews.However,sixpercentdidsoeveryday,and10percentdidsoonceorseveraltimesperweek,suggestingthatnewspodcastsdohaveacertaindegreeofpotentialtoexpandtheiraudiences,andthisisparticularlytrueamongyoungerconsumers.

ReadmoreNote(s):UnitedStates;August11to17,2022;4,421respondents;18yearsandolderSource(s):MorningConsultShareofweeklyormorepodcastconsumersintheUnitedStatesandCanadaasofFebruary2021,bygenerationWeeklyormorepodcastconsumersintheU.S.andCanada2021,bygeneration60%48%50%40%30%20%10%0%43%33%23%17%GenZMillennialsGenXBoomersGreatest29Description:AstudyofcoreradiolistenersintheU.S.andCanadain2021foundthatapproximately43percentofGenZrespondentsconsumedpodcastsweeklyormore.Another48percentofsurveyedMillennialswereweeklypodcastconsumers.Contrarily,only23and17percentofBoomersandtheGreatestGeneration(bornaroundthesecondworldwar,orbefore),respectively,listenedtopodcastsatleastweekly.

ReadmoreNote(s):Canada,UnitedStates;January5toFebruary7,2021;42,224coreradiolisteners;18yearsandolder;from470radiostationdatabasesSource(s):JacobsMediaReasonswhypeopledonotconsumepodcastsintheUnitesStatesandEuropein2021ReasonsfornotlisteningtopodcastsintheU.S.andEurope2021ShareofrespondentsEurope0%UnitedStates5%10%15%20%20%25%IdonothaveenoughtimeIdonotreallyknowwhatapodcastis20%17%9%19%18%PodcastsdonotprovidemeanythingIcannotalreadyfindelsewhereIdonotwanttohavetolistenviaamobilephone/headphonesIdonotknowhoworwheretofindpodcasts14%12%12%10%10%8%8%TherearesomanypodcastsIdonotknowwheretostartPodcastsaretoolong9%6%TherearenotanypodcaststhatcovertopicsIaminterestedin8%30Description