Disrupting a Mass Media
Ross Adams - UK Country Manager
”Startup of the year”
IDG
”Best in Test”
Macworld
”100 hottest European Startups”WIRED
”The Future of podcast advertising”
FAST COMPANY
”Best Advertising Environment”
IAB MIXX AWARDS
www.acast.com
THE PAST THE PRESENT
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CONTENTS
THE FUTURE
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3
www.acast.com
LAUNCHED
Apr 2014
ACAST FACT SHEET
EMPLOYEES
60
HQ
Stockholm
OFFICES
New York City, London
STAGE
Series B
TOTAL RAISED
$12.7M
INVESTORS
MOOR Capital, Bonnier Growth Media,
Alfvén & Didrikson, Inbox Capital
MAU
18,000,000MONTHLY LISTENS GLOBALLY
45,000,000
THE PAST
KEY PODCAST MILESTONES
June 2013
Aug 2014
+36% Yoy
24M
June 2012 Sept 2013
July 20142004 Oct 2014
2014 - MAINSTREAM 2015 - INFLUENCERS
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RECENT TRENDS
2016 - NEW CONTENT
l
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CREATION STATS DISTRIBUTION MONETISINGHOSTING
A FRAGMENTED MARKETPLACE
MONETISINGHOSTINGCREATION DISTRIBUTIONSTATS
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END-TO-END SERVICE
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DYNAMIC ADVERTISING
• MOVEABLE AD MARKERS
• 36% BACK CATALOGUE
• SOLUS
• DIGITAL TRACKING
• SPONSORSHIP & AUDIO ADS
MID-ROLLPOST-ROLL PRE-ROLL
PODCASTING TODAY
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DATA DOESN’T LIE
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✓ 57 million US citizens 12+ listen to podcasts every month, equal to almost a third of the entire US population (35 million people listen weekly).
✓ More than 4 in 10 Millennials listen to podcasts on their smartphone at least once a month.
✓ When you do listen to podcasts, you will spend 30% of your time on podcasts versus 10% of your time on streaming music.
✓ More than half of podcast listeners (52%) have an income of $100K a year or more.
✓ Serial’s 1st Season Finale was downloaded over 5 million times versus Game of Thrones 5th Season Finale reached 8.11 million viewers.
Source: Edison Research 2016; comScore 2015; Share of Ear 2015, Variety 2016
0%
5%
10%
15%
20%
25%
2008 2009 2010 2011 2012 2013 2014 2015 2016
21%
17%15%
12%14%
12%12%11%9%
% of US population listening to podcasts every month
Source: The Infinite Dial, Edison Research and Triton Digital 2016
PODCASTS ARE A MASS MEDIA US MARKET FACTS INDICATE ATTRACTIVE BUSINESS
UK PODCAST LISTENERS: CONTEXTUAL DATA
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AUDIENCE PROFILES
50% MALE / FEMALE
55% MARRIED OR PARTNER
30% HAVE KIDS
AGE GROUPS
< 18 1%
18–24
25–34
35–44
44–54
55+
EDUCATION
Earns above the national average.83%
73% Have a Bachelor’s Degree, MBA or Masters.
AFFLUENCE
Source: Acast Podcaster Survey Aug 2016 - 5000+ respondents
/ Social / Influential / Listening Behaviour
1 in 5 podcast listeners run their own business.
Are more likely to follow a brand on social media.
Engage in social media regularly.
91%
Are business decision makers.
42%
/ Top Interests
BOOKS & LITERATURE
TELEVISION
FILM & CINEMA
FOOD & DRINK
75%
71%
70%
57%
41%
VIA SMARTPHONE
WHILST COMMUTING
WHILST EXERCISING
TO RELAX
85%
70%
37%
45%
/ Why Listen?
Listens to podcasts to expand their knowledge
89%
Listens to podcasts to access unique content and be first to know things
72%
1/3rd
13THEATRE & ARTS 41%
Source: Acast Podcaster Survey Aug 2016 - 5000+ respondents
Listen to76%
Cannot be reached through81%As they either don’t have Spotify or have a premium (no ads) subscription
Do not listen to commercial radio 62%
OUR CONTENT STRATEGY14
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BIG SOCIAL INFLUENCERS LEADING MEDIA AND BRANDS
PODCASTING FUTURE
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NEW PLATFORMS DISCOVERY ALGORITHMS
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DISCOVERY
DISCOVERY
17
NEW CONTENT
17
BRANDED CONTENT SOCIAL INFLUENCERS
CONTINUALLY RESTORE
ADAPTIONS
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BRAND STORIES NEW MARKETS
SHARED MOMENTS(+1,500%)
PAID FOR CONTENT
CONNECTED CARS / HOMES
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Source: eMarketer 2015, Forrester Research 2015, Juniper Research 2015, Gartner 2015, PwC 2015
Mobile ad spend $196b by 2019
Radio ad spend$50b by 2018
SaaS$133b by 2020
Cloud platforms
$44b by 2019
Digital ad spend$300b by 2020
Entertainment and media
$2.14t by 2020
ACAST IN THE CENTRE OF MAJOR GROWTH MARKETS
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www.acast.com
Thank you!
ROSS ADAMS(UK COUNTRY MANAGER)
