We've Got Receipts

    — Topic —

    Media Economics

    2 receipts tracked • 100% industry hit rate

    — Filed —

    2 receipts on Media Economics

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    RECEIPT #SCOTT-

    JAN 13, 2025

    Called it.

    PREDICTION BY

    Scott Galloway
    “It’s also growing faster than any ad-supported medium. It’s also kind of emblematic of the winner-take-most environment we have in digital media. There are 600,000 podcasts that put out podcasts at least once a week, and the top 10 are responsible for a third of all listenership and the top 100, two-thirds of all listenership.”

    FOLLOW-UP

    Industry research through 2024–2025 largely supported continued double-digit growth in podcast ad spend and high concentration of listening/revenue among top shows, consistent with Galloway's characterization.

    ORIGINAL SOURCE

    www.pcma.org
    PodcastsAdvertisingMedia Economics

    RECEIPT #BEN-TH

    MAR 01, 2024

    Story still evolving.

    PREDICTION BY

    Ben Thompson
    “In the short term, technology often makes old business models even more powerful before it kills them. So you have something like a newspaper, I used to be limited to my geographic area. Now I can reach the whole world. Oh, and a few years later, everyone can reach the whole world. I mean pure competition, I’m screwed. And that is certainly a concern about this model.”

    FOLLOW-UP

    The short-term strengthening of incumbent ad models due to AI is empirically supported, with major platforms attributing improved performance to AI. However, the longer-term erosion and 'killing' of these models by increased competition is still developing and not yet clearly materialized.

    AIAdvertisingMedia Economics