Podcasts

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2020

The prices of lease of studios for record of podcasts

• Coworcast is lease + the sound producer of 1200 rubles on weekdays
• The Bubnezhny Introvert - lease of 1100 rubles per hour, the sound producer of 2000 rubles 2 hours
• Rezonantart - lease + the sound producer of 1900 rubles per hour
• FABUMA of Rekords - lease of studio of 1100 rubles per hour + the sound producer of 1500 rubles per hour

37% of residents of the USA listened to a podcast within a month

In April 37% of Americans turned on at least one podcast.

2019

Boom of podcasts in the USA

2019 became disruptive for podcasts in the USA.

According to Edison Research company more than a half of Americans listen to podcasts. And 32% listen to them monthly (whereas in 2018 such people there were only 26%).

It is the most impressive jump since 2008 - when, actually, the company began to consider this market.

The most profitable podcasts in the USA in 2019

Production of podcasts continues to grow too - more than 700 thousand podcasts exist in the States, and 27% from them are started in 2018.

Because of growth of interest in a segment the large companies began to pay it attention. And for example, Spotify is going to spend 500 million dollars for purchases in this sphere (they already purchased content Gimlet studio, the Anchor technical platform and Parcast network).

Google added search in paid podcasts to the shop.

Pandora released special tool kit for those who make podcasts.

Splash in interest in podcasts in Russia

Podcasts in Russia in 2019 listen probably to about one million people, but the media companies already earn from them tens of millions of rubles, Vedomosti found out, having polled producers of this format.

The number of podcasts in the last two years sharply grew, now users actively listen to not less than 50 Russian-speaking podcasts, the players of the market polled by Vedomosti say. The part of these projects is done by enthusiasts, for example, as the audioversion of the blogs, but the most popular projects, as a rule, – a part of business of large media projects. Among them – Meduza, the educational Arzamas project, Sports.ru, Layfkhakker, Kinopoisk, BBC, "Radio "Mayak" and also special studios which appeared in Russia on production of podcasts, for example "Or – or".

But the most popular podcasts among the Russian listeners are done by the American comedian and the sportscaster Joe Rogan, after it – Meduza and Arzamas, counted in Brand Analytics company using the analysis system of messages of the same name in social media. These are the first data on listeners of podcasts in Russia.

There is catastrophically not enough information on the Russian audience of podcasts, complain producers of this format, how many listeners – precisely it is impossible to find out, neither Apple, nor Google open such data, the founder "Or – or" the Face Kremer specifies: "But if two years ago one release of a popular podcast had on average 2000–3000 downloads, then now – 20 000–30 000".

The analysis of being mentioned of podcasts in social media – one of the few methods to obtain the general data on their listeners. Brand Analytics studied 2.1 billion Russian-language messages, posts and comments in Odnoklassniki, in VKontakte, on Twitter, Facebook, Instagram and YouTube for August 15 on September-15 this year and detected 124,000 references of podcasts. Nearly 65% of audience of podcasts, according to these data, – young people up to 35 years, among them are a little more than men, than women. The most discussed podcasts are devoted to sport, Brand Analytics writes, with a small gap follow them to a story about books and about music.

In total podcasts in Russia listen to about one million listeners, Kremer believes, – it obtained these data itself, polling players of the market. The deputy commercial director of Sports.ru Sofiya Shevelyova believes that, perhaps, and 2 million people: "It is the most difficult to estimate audience of podcasts on YouTube. Many use this video platform for listening of music, audiobooks and podcasts".

Other interlocutors of Vedomosti are much more conservative: the audience only of the most successful releases reaches hundreds of thousands of people and even if it is strongly fragmented, so far it is hardly possible to speak about one million loyal listeners.

Producers of podcasts dream that sometime this format in Russia will approach in popularity the USA where audiostories are listened by more than a half of the population, and the fifth part of citizens, or 62 million people, download them daily (data of Edison Research). Rollers of the largest local producer of podcasts of NPR in 2018 on average in a week listen to 7.1 million people. Such audience already allows producers of such format to earn nearly $0.5 billion a year only from advertizing (data of IaB and PWC for 2018).

It is no wonder that persons interested to try such perspective format in Russia become more and more, interlocutors of Vedomosti say: creation of releases manages very cheap, creators of content speak about podcasts more and more, advertisers are interested in their audience, experts promise a boom of this market so the media companies try to stake out quicker on it the place.

Prevents to take listeners to podcasts too narrow profile of many of them so far, the CEO of Meduza Galina Timchenko argues: "If producers learn to speak on the subjects interesting to wide audience, then podcasts will become as demanded as traditional radio"^[1].

But also that audience which Russian-speaking podcasts already have is already sufficient to draw attention of advertisers and to earn, interlocutors of Vedomosti assure. Often new users of podcasts literally sit down on a format, constantly listen to favourite authors, actively discuss heard with friends, the managing director of Arzamas Irina Kaliteevskaya explains: "And this intimate communication, people listen to podcasts when drive the car, play sports, walk, they before eyes have no other screens, for their attention other media do not compete". At podcasts the hyper loyal audience, confirms to Timchenko.

The most part of popular podcasts in Russia earns from special projects and the native advertizing integrated into release. A part of podcasts are initially created in partnership with sponsors – for example, a podcast "Money came" from Ilya Krasilshchik and Alexander Polivanov the podcast of Meduza "Clinical record" – in partnership with pharmaceutical company "Novartis" is created in partnership with Alfa-Bank.

In October, 2019 Meduza releases six podcasts, by the end of the year the number of active projects will grow to ten, Timchenko says, a third of projects has sponsors. By the end of 2020 of 80% of podcasts of Meduza will be monetized due to advertizing, calculates Timchenko that will allow to earn not less than 50 million rubles a year.

Shevelyova does not speak how many Sports.ru helps out from podcasts, but specifies that it is millions of rubles a year: "Now for us this very profitable direction, we already earned four times more, than spent for the project".

Kremer also refused to give specific forecasts of revenue "Or – or", it believes that the current demand from advertisers and the agencies will allow studio to earn tens of millions of rubles in 2020.

Notes