Today in the business of Podcasting

Welcome, one and all! Going forward these daily editions will jump straight to the content, but given this is the first issue I wanted to step from behind the curtain and greet you, as well as run down how the newsletter works.

Monday through Thursday you’ll be receiving a roundup of the day’s news at 4:00 p.m. EST. This version of The Download is a separate subscription, which is to say: if you want to skip the daily version but still receive the Sounds Profitable newsletter and the Friday recap Download, unsubscribing will not affect your subscription to those.

With that out of the way: here’s what you need to know for today.

SiriusXM is betting big on its next-gen app by Amrita Khalid

The much-teased new SiriusXM app is set to debut this fall and was brought up during the recent Q2 earnings call. SXM Media CEO Jennifer Witz anticipates the updated app experience will have a knock-on effect of improving both retention and conversion rates with in-car SiriusXM subscribers. SXM Media is also testing AI advertising tools that will enable small businesses to generate podcast ad creatives.

Podcast Company Realm Acquires Kid-Focused Pinna as Industry Consolidates by Ashley Carman

Realm has acquired a stable of kid-friendly content with the acquisition of Pinna. A significant portion of Pinna’s paid subscription content will be released publicly as ad-supported podcasts. Realm will also begin running ads in partnered content with production companies Rebel Girls and GoKidGo. With the recent acquisition of Pinna and Lipstick & Vinyl, Realm now has over 3000 shows in its network, eight of which are in development for TV or film adaptations.

Good Karma Brands to run operations, sales for ESPN Radio by Andrew Bucholtz

Good Karma Brands has taken over operations and sales for both ESPN Radio and ESPN’s podcasts as of July 28th. ESPN will remain responsible for content production, distribution, and marketing. Good Karma, which has amassed 12 radio stations since 1997, says this is the culmination of 20 years of their focus on both radio and the ESPN brand.

As strikes halt Hollywood projects, the TV ad industry is on the line by Kelsey Sutton

Several weeks into the halt of scripted television production, advertisers are wondering what’s going to happen once the banked content runs dry. One media buyer stressed to MarketingBrew that linear TV, already in a precarious position, will have a hard time getting advertising dollars back if they ever leave. Podcast content is a safe bet, and as such we could see an uptick in companion podcasts that both serve to promote television and open up new advertising channels.

Future of TV Briefing: How top streamers’ ad prices have trended in this year’s upfront negotiations by Tim Peterson

Netflix isn’t the only streamer ratcheting back CPMs to increase ad sales as major streamers right-size their prices to adjust for market conditions and content consolidation. When looking at the P2+ demographic - the broadest possible target audience- agency executives told Digiday that Disney has downshifted from last summer’s $50 CPM to a range of $30 to low 40s. Peacock, Max, and Hulu all reportedly are charging around $10 less than last year. With a “softened” upfront this year full of lukewarm deals a question is raised: are upfronts worth the effort in a modern ad industry?

Data Snapshot

What it says: Podcast listeners are more likely to say they support the brands that support their favorite shows than TV or Radio users

What it means: So much of the content podcasters love is not sustainable in broadcast media, and listeners are appreciative

Why it’s cool: This should not be overlooked. That’s a majority (60%) giving a positive statement about advertising

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