PodcastOne's Peter Morris on Superstar Podcasters and Super Fans

Morris touts everyone from Shaq to Steve Austin and Kaitlyn Bristowe to Tip quotTIquot Harris before he delves into more meat and potatoes around the Super Listener study that PodcastOne just completed with Edison Research PodcastOne released the day of our conversation during the recent IAB Podcast UpfrontPart of his passion for podcasting is summed up in this comment quotA single podcast is never going to be the biggest form of media but it is the most valuable audience in media It cannot be faked Everybody in the digital video universe who was working to scale their business through growth hacks and through SEO and other things amp8230 were missing out on the core foundation that the strength of your audience amp8212 the commitment and the ability to mobilize it and monetize it ultimately when they land where you want them to land amp8212 is what makes these businesses last and grow exponentially valuablequotHere39s a topline of how he went from Funny or Die and IMAX to helm founder Norm Pattiz39s sevenyearold company which was born years before anyone even dreamed of asking Siri to play a podcastListen to the full podcast right here and please subscribe wherever you get your podcasts Apple GooglePodcasts iHeartRadio Pandora Spotify Stitcher TuneIn and YouTube The following is edited for length and clarityMoss Describe the research you just presented with Tom Webster of Edison Research on the super fan amp8212 those who listen to podcasts the most hours per week Morris The study isamp8230based on anybody listening for five or more hours of podcasts a week who have adopted this consumer habit and made it part of their daily ritual It speaks to them Half the people in this survey actually fit into a category where they39re listening to over eight hours a week Some of them 12 hours These are the people who care about this medium the mostamp8230 They39re the canaries in the coal mine indicators of broader trends we39re going to see And they39re growing partly because people are really conscious of the value of time especially time aloneSo there39s been a slowdown of people who will mindlessly press play and zone out to music on their commute or working out and instead listen to podcasts When I39m at the gym for example I got this double sense of accomplishment I worked out my body and then I either laughed along or I learned somethingMoss There was another finding released that new listeners are skewing a little bit more diverse now and a little bit younger than the longerterm listenerMorris Podcast traditionally Tom Webster likes to joke were two white guys talking to each other And that39s really what started it and was the audience that was most predominant early on We39ve seen a lot of really strong female content come on in the last two years and diverse political voices across spectrums from Barbara Boxer to Laura IngrahamOne of the things I39m really excited about is what we39re doing with TI Harris I39m not aware of a podcast that39s really broken through to an African American listening base in high numbers When you see the people who are leaving comments socially for him and the people who are leaving reviews on Apple these are firsttime podcast listeners who are appreciative of the fact that they are African Americans and he is having a dialogue and a conversation that was missing entirely from this mediaMoss Tell me some of the other findings that came out of your survey with Edison ResearchMorris One of the things that39s amazing about advertising is that 37 percent of these super listeners say that it39s not only a good way to reach them they say it39s the best way to reach them And when you look at the percentage of those super listeners who actively avoid any adsupported universe they are the ones who belong to premium video subscription services like a Netflix that doesn39t have ads Or a Spotify premium where they39re not interacting with adsSo the only place to get 18 percent of these listeners to even hear advertising is podcasting It39s fascinating You see that 44 percent of them actually appreciate and feel a sense of loyalty to advertisers that are part of their favorite program And the biggest stat is 70 percent of those people actually consider actively purchasing that product or service after learning about it in the podcast they listen toAlso interesting in this study is the comparisons between the percentage of these super listeners who think there are way too many ads in other forms of media amp8212 upwards of 62 percent or 64 percent felt there were way too many ads in live television only 24 percent said that there were too many ads or that it was oversaturated in their podcastMoss Do you find synergies with other Hubbard Investments such as Reelz the television networkMorris John deGarmo at Reelz has been an incredible partneramp8230 We started working with them on Murder Made Me Famous and we39re now in our second season The first season was downloaded over 6 million times and the second season is off to an even bigger start Due to the success of that they39ve brought over nine other series with them We begin rolling that out next month with Autopsy or Cold Case Files which we do as well in a partnership with AampampE It39s a phenomenal way to take engaging invigorating content and combine it in a way that it works for this medium with an intensity that you don39t get anywhere else If you39re asking me the audio version of the show is even scarierMoss What39s next with PodcastOne in 2020 and what additional crossplatform synergies might you embraceMorris We39re going to continue to tap into voices that don39t have a foothold yet in podcasting like what we39ve done with the TI Harris We39ve got a new podcast with The Deegans Brian Deegan is the most accomplished motocross rider in history amp8212 the first guy to ever land a 360 And his daughter Hailie whoamp160 just turned 18 is NASCAR39s best performing young driver on their circuit She is brilliant speaks in front of CMOs at McKinsey Institute style events Her younger brother quotDanger Boyquot is absolutely destroying guys who are way older than him out there in the motocross circuit This podcast is part adventure sports but also part Osbornes or Keeping Up with the Kardashians about family and the intermix between that And that39s something really exciting that you39re not seeing a lot of in podcasting for that community yetThe other thing I39m really excited about is finding ways to engage this passionate audience Again podcast fans are a lot like sports fans These are people who root for their hosts who have a deep connection with them and not only that want to interact with those hosts So live shows and events and interactions digitally make sense but listeners also want to interact with the other community members who care about these podcasts at that same granular level They want to quotwear their colorsquot like when you wear your Bears hat if you39re from Chicago That39s bringing opportunities that are experiential products and services into the marketplace that lets them do thatClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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PodcastOne's Peter Morris on Superstar Podcasters and Super Fans

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E.B. Moss

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