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Where’s Podcasting Heading In 2022? Triton’s Global Team Offers Some Predictions.

Video will pay a bigger part of podcasting in 2022 says Sharon Taylor, Managing Director of Triton Digital. In a blog post from Triton’s Omny Studio leadership team about where the industry is heading in the New Year, Taylor says whether video winds up becoming a discovery tool or a place where podcasts are listened to in general remains to be seen, however. “YouTube getting into the mix is a ‘when’ not an ‘if’, so how they roll out to integrate RSS with their platform will be something to watch,” says Taylor.

She is also keeping an eye on Facebook. “It’s time we saw another platform get to double-digit share of podcast listening. “Apple and Spotify are the only two doing it currently. My money is on Facebook as the one to watch here,” Taylor writes in the blog post. She also predicts that podcasters will put more focus on transcripts and metadata to better help with publishing workflows, discovery, brand safety and advertising.

On the revenue front, Triton Head of Global Revenue Stephanie Donovan notes global podcast ad revenue is predicted to double from more than $1 billion this year to about $2 billion next year. “With this growth, we’ll see advertisers buying programmatic in order to gain access to more scale and target their buys for better advertiser ROI,” says Donovan.

But behind that growth will be lots of numbers, according to Tanya Iliakis, Senior Manager of Market Development for North America. She predicts podcasting is “going to be all about data” in 2022. “Buyers are looking to aggregate podcasts into lineups for easier buying and are seeking a better understanding of the listener demographics — who they are, what they are doing,” says Iliakis. “A hot topic will be ‘inclusion and diversity’. Brands are eager to discover content line-ups categorized around various cultural types ranging from the host they represent to the podcast topics they release. We’ve seen this trend in the news/media today, and now buyers have budget allotment and are creating divisions to focus solely on this area to ensure everyone has a fair shot at being seen and heard.”

Iliakis also expects podcast buying to start moving beyond titles and talent. “Agencies are looking at ways metadata will be useful for brands to identify the topics within the show, as well as the sentiment and commentary. That information will be used to modify creative strategies and place strategic ad buys,” she says.

Globally, the Triton team has plenty of growth expectations too. In Latin America, Triton VP Oscar Sermeno says he expects to see “major growth” in podcast listening in Mexico and Brazil, as the trend continues of podcasts created in other Latin American countries often having more listeners in Mexico than their actual country of origin. “Demand is definitely outpacing supply of local content here,” says Sermeno. He also expects to see more big Brazilian radio groups getting into original content production.

In Europe and the Middle East, more subscription podcasts are expected to appear. Triton says it expects a “decoupling” of podcast audio ad creatives from 30-second radio spots will continue. In France, Triton’s Andre Taliercio, says he expects to see a lot more activity from both large media companies re-packaging content into podcasts. “Consolidation is going to be the keyword, as funding from VC’s in the region slows and we start to see the effects from the fight to secure exclusive content from the major platforms,” predicts Taliercio.

In the Asia-Pacific region, Triton’s Simon Lee says Australia and New Zealand remain a driving force for podcasting in the region and he expects podcasters there to continue investing in content and revenue opportunities. “While it’s an obvious prediction that the podcast networks launched in the past year will continue to snowball, and with radio networks now directing resources into podcasting, the attention will heavily shift to monetizing this content through direct sales of impressions, sponsorships, or programmatic means,” says Lee.

In South Asia, Triton’s Aditya Summanwar says he expects the medium to get more attention from ad buyers. “In general, in nascent markets where podcasting is just developing — the reach, portability, long engagement time, and ‘bandwidth-friendly’ appeal of podcasts makes it an ad format to consider for all marketing plans and not just as a complimentary channel,” he says.

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