Have We Entered Peak Podcasting? 2021 Predictions

Photo series of a japanese podcaster making video podcast from his home studio.

Henrik Isaksson is the regional managing director at Acast AU & NZ. In this opinion piece, he gives his top prediction on what 2021 will bring for the podcasting world.

Despite a volatile media environment in 2020, podcasting has continued to grow from strength to strength. We have seen record listen numbers month-on-month and advertising investment has eclipsed all industry forecasts. What a year it’s been for podcasting!

No longer just an add-on to radio, podcasting has cemented itself as a standalone channel for brands looking to invest in Audio.

As the medium continues to explode, here’s what we can expect in 2021:

Independent podcasting will take off

Podcasting is arguably the media darling of 2020. More than ever, Australians turned to podcasts for news and entertainment last year with Acast alone clocking an average of 25.1 million monthly listens in Australia. Not even a month into the new year and we are now seeing a large year-on-year increase in listenership.

Strategy will take centre stage

As podcasting becomes a strategic media priority, brands and agencies will continue to rely on
podcast players that can not just sell media units, but help input at a strategic and creative level
whilst providing scale and a diverse offering.

More and more, agencies and brands are asking for podcasting specialists who live and breathe
the medium as it evolves and becomes more complicated to navigate. Gone are the days when
podcasting simply is an added value line item on a plan, much like digital was close to 15 years
ago. The best media plans rightfully treat podcasting as its own media line – brands that
recognise this will continue to take centrestage.

Technology will continue to advance

As the industry matures, so too will the tech to enhance the podcast media experience. Tools
like Acast Marketplace already offer a self-service platform for advertisers to reach the right
audience in the right place at the right time.

Self-serve technology will continue to rule in 2021 as creators and brands seek to maintain this
unique voice. We anticipate the continued evolution of real-time analytical tools which allow
parties to learn more about their listenership and best tailor their products.

The rise of channel agnostic ad partners

Spotify, Amazon, Pandora and Tencent have made acquisitions and investments into
podcasting platforms and/or content businesses during 2020. But there is a shift toward
podcast players that are hosting channel agnostic.

In comparison to this network focussed model, Acast’s unlimited hosting and distribution
channels allows both independent and large scale productions to appear on every platform
possible. This ensures that our advertisers have the greatest listenership potential. While
content deals are becoming more lucrative, we anticipate ad partners will preference this
channel agnostic strategy and so will the end listener.

Australian podcasts go global

Podcasting is a border free zone, and the international players are already settling into
Australia. In 2020 we launched our integration with Patreon which gives partners and users
access to subscriber-only podcast content available across popular platforms.

This global integration is by no means the end of podcasting’s globalisation. With more local
content being heard overseas expect Australian advertisers and creators to demand autonomy
over how they customise and monetise their content.

With the consumer appetite for podcasting at fever pitch, in 2021 the battle for ears and dollars will become more ferocious and creative. Have we reached peak podcasting? For now the only way is up.


Please login with linkedin to comment

Acast Podcast

Latest News

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]