Podcast trends 2023

It's official: in the podcast industry, there will be a before and after 2022. 

Above all, 2023 is likely to be a year of transition... 

But why am I so convinced? 

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So no, I'm no soothsayer... But I do have indicators!

One of my indicators is that the market is consolidating, with a global audience rate of 32% in 2022, compared with 33% in 2021🎙️.

And in detail, some of the figures give us a hint of things to come... I'll leave you to discover what the podcast industry has in store for us in 2023. 

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Niche" podcasting to intensify in 2023

Spotify, the world's number 1 streaming and podcasting platform, is adamant: podcasts are a huge marketing channel.

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Indeed, in Spotify Wrapped 2022, its year-end review, the Swedish streaming platform reported some impressive figures with : 

• +75% in the number of podcasts created on the streaming platform in France in one year,
• +89% new podcast listeners. 

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Why does the podcast industry need a niche?

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Long gone are the days when podcasting was just a small market...

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And just as has happened in the influence marketing and cosmetics sectors... 

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If you want to stand out from the crowd, you've got to nest! 

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In other words, reduce the size of your audience by offering more targeted content. 

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For now, the Top 5 most-listened-to podcasts in France in 2022 are a mix of news, host influencers and humor like the list below: 

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1. L'Heure du Monde
2. Paul Mirabel's Note
3. Montreux Comedy Club
4. Canapé Six Places, Lena Situation's podcast
5. News of the day by Hugo Decrypts

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https://podcastmagazine.fr/musiques-et-podcasts-spotify-fait-le-bilan-de-lannee-2022/ 

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Examples of niche podcasts : 

The world of children 

• A niche podcast aimed primarily at parents-to-be, parents and grandparents. A very nice podcast (and episode) from RFI, where children exchange unfiltered views on subjects. 

Between Men

• A weekly podcast hosted by Ben Never that focuses on men, with topics on masculinity, prejudice and love. 

INJUNCTIONS AND SCALPELS 

• A niche podcast aimed at women of all types, with stories of women who have changed their appearance out of necessity or desire. 

Podcast advertising set to rise in 2023

2022 has seen the podcast advertising sector become more professional.

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Overall, the podcast advertising market is growing much faster (72%) than the overall Internet advertising market (35%).

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It's official: podcast advertising attracts more attention and makes people want to buy more than any other media channel. In any case, according to theTapestry and The Guardian 2022 study:

• 65% of listeners paid attention to podcast ads - more than TV ads at 39% and radio ads at 38%.
• 51% of weekly users of each channel said that ads on podcasts made them want to buy something from the brand, compared with 38% for radio.

As a result, brands are increasingly trying to find new and innovative ways of integrating digital audio into their strategies. 

The podcast sector will see 93.4% more advertising than in 2021. 

https://siecledigital.fr/2022/11/15/le-marche-publicitaire-croit-encore-au-cours-de-lannee-2022/ 

2023 will be the year of podcast advertising 

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According to the WARC report, podcast advertising is undervalued by $40 billion. And overspending on hard-to-track, more profitable media like TV is likely to fade in favor of podcast advertising. 

Good news for the sector, confirming forecasts...

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Indeed, podcast advertising revenues are expected to exceed $2 billion by 2023.

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Even better, by 2024, advertising sales should reach the $4 billion mark.

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And yes, neither covid, nor war, nor recession can stop enthusiasm and investment in podcasts. 

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Live Streaming Podcasts become popular 

The global live broadcast market is expected to reach over $247 billion by 2027.

Yes, you read that right, 247 billion! 

Worse still, 47% of Americans have bought smart speakers to listen to podcasts (Study: Edison Research).

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Why is livestream podcasting on the rise?

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Platforms such as Linkedin, Youtube and Twitter all feature livestreams, with Linkedin Live, Youtube Live and Twitter Audio respectively. 

The advantage of podcasting is that a video livestream of a podcast can be transformed into audio content. 

And take advantage of both live and audio fan audiences. 

What's the point of livestreaming podcasts?

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Podcast livestreams offer an opportunity for :

• More authentic connections between listeners and host.
• Interact in real time via text chat.
• Excellent from a marketing point of view, because there's no better target data than that which comes directly from the mouth (or fingers) of the public.

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Examples of successful livestream podcasts

301 views by Cyprien (Since 2019)

Youtubeur Cyprien's touring show broadcast live on Twitch, then retransmitted as a podcast. 

The podcast's aim: to find out a little more about the backgrounds of the content creators he invites.

Cyprien, with his exceptional guests, talks about the content economy:

• Internet, 
• Youtube, 
• Video. 
  

"Domingo's "PopCorn

A podcast hosted by Pierre-Alexis Bizot and his team of columnists, 

Broadcast live on Twitch, then retransmitted as a podcast. 

This audio content includes 

• Internet culture, 
• Streaming 
• News and events.