Staying relevant in a $43.47m market: Podcasters must catch up to the big industry players
As the podcast landscape matures, established podcasts are leading the way by pioneering innovative strategies to enhance value for both partners and audiences. Lauren Meisner, founder of Centennial World and host of internet culture podcast, Infinite Scroll, asserts that the rest of the podcasting industry must catch up to remain competitive.
For the better part of a decade, podcasting has been on the rise.
The medium, which has technically been around since the early 2000s, is now a staple offering for many publishers and has become a lucrative channel, particularly for independent media who tend to have highly engaged, niche audiences.
When we launched our first podcast five seasons ago, the landscape was already competitive. There were hundreds of Australian podcasts on the market and not a whole lot of advertisers willing to take a chance on niche podcasts like ours – an internet culture podcast by an indie media brand (this was before TikTok, after all).
But as measurement tools have increased in accuracy and the introduction of IAB guidelines implemented a universal standard for downloads, the industry has matured and podcast advertising has become a key approach for many brand marketers.
