Blog: advertising

Read our latest daily deep dives, hot takes, and exciting updates about the digital entertainment world. Check out the latest from your favourite analyst, or search by coverage - games, video, music, audio, social, or critical developments.

Why ads in DMs are not the solution Instagram wants them to be

Cover image for Why ads in DMs are not the solution Instagram wants them to be

Hanna Kahlert

18 Mar 2025

Audience Insight

Instagram has recently announced a slew of features and updates to the direct messaging area of its app, from AI chatbots to colourful themes to broadcast channels, and other ways that make it easier for...

min read

As Big Tech courts everyone, niche platforms must understand podcast purists

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Rutger Rosenborg

10 Sep 2024

As boundaries fall, borders blur, and digital goods and services are increasingly decoupled from per-unit value, the mass consumer will turn to low-friction applications that do everything and offer everything....

min read

Advertising remains podcasting’s best monetisation opportunity

Cover image for Advertising remains podcasting’s best monetisation opportunity

Rutger Rosenborg

4 Sep 2024

youtube podcasts

Despite the layoffs and budget cuts across the industry in 2023, MIDiA remained optimistic about podcasts . As our 2024-2030 podcast forecasts states, the growth rate will slow, but over the course of...

min read

Audio advertising: What podcasts can learn from radio

Cover image for Audio advertising: What podcasts can learn from radio

Rutger Rosenborg

11 Jul 2024

Business Strategy

Radio has been the dominant audio format for a century — and arguably, it still is. According to MIDiA’s Q1 2024 Consumer Survey , 49% of respondents in all tracked markets (excluding China) say they...

min read

Why Netflix is likely to follow Amazon down the mainstream subscriber ad route

Cover image for Why Netflix is likely to follow Amazon down the mainstream subscriber ad route

Tim Mulligan

25 Jun 2024

Netflix’s shift towards ads was underpinned by a strategic assumption that it could justifiably command ad rates at nearly twice the market average. However, two years of its Basic with Ads service has...

min read

Can subscriptions keep the lights on for social?

Cover image for Can subscriptions keep the lights on for social?

Hanna Kahlert

19 Oct 2023

User generated content

Digital advertising has long been the financial backbone of the digital world. It has underpinned the business models of the likes of Google and Meta, and its absence has been the value proposition of...

min read

Goodbye Google Podcasts: What’s next for YouTube Music?

Cover image for Goodbye Google Podcasts: What’s next for YouTube Music?

Annie Langston

5 Oct 2023

YouTube’s podcast bet just got bigger. Last week, Google announced that its standalone podcast app, Google Podcasts, will shut down in 2024. Since YouTube’s official podcast launch , this strategy...

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How the creator allegations against Kast Media expose an outdated podcast metric

Cover image for How the creator allegations against Kast Media expose an outdated podcast metric

Annie Langston

28 Sep 2023

Podcast creator deals are due for a major wake up call. Podcast advertising is a cornerstone of the industry, as it largely funds minimum guarantees for creators. Minimum guarantees are a set amount of...

min read

Spotify podcast earnings: Moving beyond the investment phase

Cover image for Spotify podcast earnings: Moving beyond the investment phase

Annie Langston

3 May 2023

Spotify’s Q1 2023 earnings revealed its growing userbase — now at 515 million monthly active users (MAUs) — and some key insights into its podcast vertical. First quarter revenue fell short of expectations,...

min read

Spotify is radio’s middleman to podcasts – but will this guarantee new listeners?

Cover image for Spotify is radio’s middleman to podcasts – but will this guarantee new listeners?

Annie Langston

19 Apr 2023

Although radio set the stage for podcasts, its transition into the digital space has been challenging. Now, Spotify is simplifying this process. With its 2021 acquisition of podcast tech company Whooshkaa,...

min read

Greatest Hits Radio is a strategy execution masterclass for ‘old media’ incumbents

Cover image for Greatest Hits Radio is a strategy execution masterclass for ‘old media’ incumbents

Keith Jopling

14 Mar 2023

Credit where it is due, Bauer Media’s launch and rollout of Greatest Hits Radio (GHR) is the best execution of strategy we have seen in a while by an incumbent media business. Not something you would...

min read

How AI will shake up the podcast market

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Annie Langston

8 Mar 2023

AI technology is shaking up every entertainment format . With AI technology, podcasters can simplify their creative processes and platforms can revolutionise traditional market practices. Major platforms...

min read

Is it goodbye to Google Podcasts? How YouTube’s podcast takeover has begun

Cover image for Is it goodbye to Google Podcasts? How YouTube’s podcast takeover has begun

Annie Langston

15 Feb 2023

Google Podcasts

One of our 2023 predictions is that YouTube will become a key player in the podcast market. YouTube is now the top podcast platform at 49% monthly penetration — compared to Spotify at 41% — despite...

min read

What Spotify’s podcast layoffs indicate about the changing audio market

Cover image for What Spotify’s podcast layoffs indicate about the changing audio market

Annie Langston

1 Feb 2023

For the last few years, audio companies have funnelled millions of dollars into the podcast market. Yet, the economic recession indicates that the boom of investment into podcasts may be reaching its peak....

min read

Three podcast market trends to watch in 2023

Cover image for Three podcast market trends to watch in 2023

Annie Langston

18 Jan 2023

listener experience

format blurring

All of entertainment is facing new challenges in the recession. Both creators and platforms are doing everything they can to keep audiences as entertainment spending is at risk. While audio platforms have...

min read

What broadcasters should learn from Sky Sports misstep with influencer IShowSpeed

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Ben Woods

29 Nov 2022

Content Creators

After collaborating with the social media influencer IShowSpeed (Speed) earlier this month, Sky Sports was left with a bitter taste. Speed, who has amassed 13 million subscribers on YouTube for his livestreams...

min read

Why Amazon’s podcast move is even bigger than it looks

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Tatiana Cirisano

10 Nov 2022

Last week, Amazon made headlines with its move to expand the catalogue of music available to Prime members from 2 million songs to 100 million. But the announcement also included a major implication for...

min read

Twitch and YouTube are poised for disruption in the video game advertising explosion

Cover image for Twitch and YouTube are poised for disruption in the video game advertising explosion

Ben Woods

1 Nov 2022

Two years ago, the broad negative sentiment toward in-game advertisements stood steadfast as the gaming industry devised the ground rules for realising its multi-billion-dollar advertising opportunity....

min read

How podcast platforms are setting their sights on global expansion

Cover image for How podcast platforms are setting their sights on global expansion

Annie Langston

5 Oct 2022

The growth of podcast audiences requires a global effort. And while the market is primarily dominated by mostly Western platforms, such as Spotify and Apple, there are opportunities for new players to...

min read

Key takeaways for podcasting from SiriusXM and Spotify’s earnings

Cover image for Key takeaways for podcasting from SiriusXM and Spotify’s earnings

Annie Langston

4 Aug 2022

Two audio giants with investments in podcasting — Spotify and SiriusXM — published their second quarter earnings for the year. SiriusXM saw marginal year-over-year growth in revenue – around 4% –...

min read

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