Lets do the Numbers - Podcasts and Smart Speakers
Numbers, studies and trends come at a dizzying pace. We pick a few that caught our eye and have implications:
1,000 every day
Roughly the number of new podcasts added to Apple Podcasts every day in May of this year. That puts the overall count at 550,000 podcasts. As I mentioned in a blog post last week, there are already more podcasts than there have ever-been movies. (Apple) (IMDB - 467,000 movies).
The number of individual podcast episodes on the Apple platform. (Techcrunch)
Kleiner Perkin's Mary Meeker presented her annual Internet trends report last week. Radio listening represents 13% of time-spent with media, but 9% of the revenue. That's been a pretty static number over the years. Print time-spent is 4% with revenue at 9%. TV hangs in remarkably well with 36% time spent, and 36% of the revenue. But watch TV, as it rapidiy migrates to greater digital consumption.
The number of amazon echo devices active in the U.S. Moving quickly and stakeholders are learning what works and what doesn't. Lots of noble and smart experiments accompanied by some really poorly executed ideas. (Kleiner Perkins)
5,217 Flash Briefings
The growth of smart speakers is astonishing (see above). So is the array of Amazon skills (30,000) and Flash Briefings, which as of this week number 5,217 (Amazon). That is overwhelming choice - Crest has 102 toothpaste related products and that's a confusing and serious eye roll at the pharmacy - Most of the Flash Briefings will never be found by consumers without an external bullhorn and many are forgettable or poor listening experiences. Expect more growth, and then the inevitable shake-out, which will favor quality and usefullness.
Between November 2017 and March 2018, NPR member-station streaming from Amazon Echo more than quadrupled. (Triton Digital) That's promising for all radio.
16% from smart speakers
Amazon and Google smart speakers account for over 16% of weekly total listening hours for NPR member station streams. (NPR)
Two thirds of smart speaker use is done on Amazon Echo devices, but things are changing rapidly. This past quarter, Google Home sold 3.1 million speakers beating Amazon's 2.5 million Echo devices worldwide. Game-on. (Canalys)
40% of Americans use voice search at least once per day (comScore). This includes Siri and other voice related devices.
By 2020 (just two years from now) 50% of all search will be done by voice. This includes computers, smartphones, tablets and smart voice assistants. If it plays out this way, this is seismic. Voice is friction-free. It is easier than typing and clicking. The implications are huge for many consumer businesses who are used to displaying their product on web and mobile. (comScore)
See above, and do the math. Google's ad revenue was $95 Billion dollars in 2017. Voice search becomes critical in protecting this beachhead and why Google is going after the voice sector with zeal.
The amount Bloomberg says Spotify will pay Amy Schumer for a new comedy podcast. Wow.
It is a great time for those who can think beyond the numbers and discern the needs and desires of an audience.
It is valuable to distill numbers every now and again. It helps clarify and discern overall trends and direction.
It is also valuable to think about all of this change through the lense of consumers. They are understandably overwhelmed. How will they filter all of this? Who will help them decide? Why does some content translate to new platforms and other content fails? Eecution is at the core of success.
There are humans at the end of all of these numbers.
It is a great time for those who can think beyond the numbers and discern the needs and desires of an audience and customize it correctly for each platform.