Where Data Tells the Story
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Earlier this week, Amazon announced it would be restructuring its Wondery podcast business as the landscape increasingly shifts toward host-centric, video-integrated shows.
Amazon’s decision comes as the podcast industry reinvents itself. In June, Spotify laid off 5% of staff in its podcast division, while radio conglomerate Audacy shut down its audio-centric podcast business Pineapple Street Studios after nine years.
The elephant in the room of all of this upheaval is YouTube — the silly viral internet video giant that became a TV, music, advertising, and now podcast giant. Per an April survey by Cumulus Media and media research firm Signal Hill Insights, 39% of all weekly podcast consumers use YouTube as their primary platform, more than double the share from late 2019. The video platform estimated that more than a billion people a month are watching podcasts as of February.
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