Audio in 2024: A Look Forward with Top Industry Experts; Research Firms Share 2023 Audio Trends and Provide a Glimpse into What 2024 Holds For CAOs

It’s that time of year when you don’t really know what day it is and probably haven’t worn real shoes in days (hopefully). But 2024 is right around the corner and there’s work to be done! So with one ear to the past and one to the future, we’ve assembled an unparalleled group of audio journalists and industry experts. And what’s more, they’re taking strong positions on 2024 trends that we’ll 100% hold them to (well, mostly). Back on the host microphone is Oxford Road Founder & CEO, Dan Granger with the World’s Favorite Radio Futurologist James Cridland, along with Ariel Shapiro (Lead Reporter, Hot Pod) and Skye Pillsbury, (Author of The Squeeze). We have some of the most informed and spiciest takes ever on this show.

On the docket, we have: Video Podcast – terrible term, or convenient catch-all? Rogan and Spotify – should he stay or should he go? And, whether the audio industry will feel productive pain in 2024, or just the regular kind .

Let’s dig in.

“To… refer to videos of podcasts as podcasts–every time that happens, a little piece of me dies.” – Skye Pillsbury, Author of The Squeeze

Keeping it Simple ‍♀️– The movement of the industry is towards complexity, making it a mess for brands to navigate. (See the variety of “standards” between networks) So even if calling videos of podcasts on YouTube “podcasts” breaks your brain, it’s probably better for all of us to stretch and put it under the podcast umbrella. Otherwise, the industry fragments and gets even more complex. Better that it’s held together with duct tape than not at all.

The End of Exclusives? – In a similar move, we haven’t seen many exclusive deals in 2023 and we think 2024 will follow. Eliminating the caveat of “only on ____” is at least one thing listeners and buyers shouldn’t have to worry about. It’s hard enough to find an audience when you can be everywhere–no need to make it harder by showing up in “only” one place (TBD what happens with Joe Rogan and Spotify).

No Pain, No Gain – Back to those so-called standards. We think rule shifts, changes, and chaos will continue between publishers in 2024, but if and when we’re “sick and tired of being sick and tired” we might work toward something a little more cohesive in the future.

It might be another full year before we bring such a powerhouse group of industry experts together again. Soak up their wisdom while you can and listen to the full episode by clicking the link below.

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In Case You Missed It

Acast Breaks Down the 6 Podcasting Trends Shaping 2024

While this week’s podcast takes a look forward, we’re sharing the 2023 audio trends that will shape next year’s audio landscape. First, we look to Acast’s recap of how podcast adoption has become part of our daily lives. In 2023, podcasts became integral to daily life, with a notable 30% increase in listeners unwilling to forgo them. Daily routines, particularly driving, feature podcasts prominently, with 81% tuning in while commuting. Podcasts stimulate social interactions, with 86% of listeners discussing them with friends and family. Podcasts maintain their status as the most mentally engaging audio medium, garnering 66% focus compared to audiobooks. Advertisers see increased engagement, with 69% noting a rise in podcast ad consumption. Why is podcasting such an effective advertising channel? Acast shares many of the reasons in their 2023 recap.

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Edison is Back at it Again

Not to be outdone, Edison Research shares its top 10 insights from 2023. Among them: a majority of audio listening now occurs at home, and largely through connected devices; radio still dominates listenership in cars but mobile devices are gaining; on-demand listening surpassed linear for the first time in 2023. Edison is the leading research provider for audio, making these top 10 insights a must-read for marketers.

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What’s Working in Podcast

Finally, Pacific Content interviewed industry professionals to reflect on key lessons and innovations from 2023 and what that means to marketers in the space. Read various perspectives that run the gamut from branded podcasts, to measurement, to the potential application of AI for content targeting. A couple of our favorites include; the virtues of episodic buying, and a competitor extolling the virtues of HDYHAU surveys. Which, by the way, is a good opportunity to remind you to read our white paper, The Bonfire of Vanity URLs (if you’ve come this far, you might as well keep going).

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OXFORd In The News

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