Latest news with #GimletMedia
Campaign ME
25-06-2025
- Entertainment
- Campaign ME
Why podcasting is gaining ground in MENA marketing
For years, brands in MENA have spoken at audiences; through TV, digital, outdoor, and with the right message, the right timing, and the right data. But what happens when people stop trusting the voice of the brand and start craving something real? Something unfiltered? That's where audio enters the chat. Something about this lo-fi medium seems to spark authenticity…something about stripping away the layers of overly scripted content, and returning back to the most base of human activities, the lost art of conversation, seems to bring with it that much sought after relatability and emotion – something real. We're in an era of algorithm fatigue. Consumers are exhausted by relentless performance marketing and endless short-form content optimised for clicks, not connection. In contrast, podcasts feel like an antidote: slower, more intimate, and deeply human. They let brands build trust over time, not impressions overnight. You can see this even when it comes to podcasting analytics and metrics, they're not yet at the stage where there's a million metrics to choose from. Your success is measured almost entirely in how many people listened to you. Podcasting is honest, and honestly is refreshing. Think: a founder telling the origin story in their own words, patchworking together an audio journey through out-loud musings, candid conversations, city soundscapes and subway thoughts, like Alex Blumberg did when he captivated a massive audience with Start-Up – a very meta podcast about the creation of his podcasting network, Gimlet Media. For me and many others, we were absolutely on this journey with Alex. Going with him to meetings with venture capitalists, practicing his pitches with him, feeling the pains of rejection and frantically celebrating the joys of success. And that for me, was one of those real turning points in how I understand the power of content – as both a creator and a consumer. Podcasting in MENA is not just growing, it's maturing. We're seeing a distinct shift from expat-led shows and repurposed Western formats to locally-rooted narratives told in Arabic, Khaleeji, and regional dialects. And that's not just a creative evolution … It's an opportunity. Local listeners gravitate toward voices that sound like them, talk like them, and reflect their reality. What works? Relatability. Relevance. Respect for nuance. The tone doesn't need to be overly slick, it needs to be honest. A host navigating topics like ambition, identity, or even mental health with empathy and zero artifice, but with a deeply resonating cultural tone that makes the listeners of our region feel themselves in turn, heard. These are the shows that drive repeat listens, cult followings, and long-term brand loyalty, so we could maybe have our own regional success story like Gimlet Media that eventually sells to Spotify too. For brands looking to enter the space, the playbook is evolving. It's no longer about shoehorning a 30-second audio ad into a podcast's intro. It's about integration and alignment. Co-creating branded content that audiences actually want to spend time with. Think series sponsorships where brand and theme align naturally, or even white-label podcast productions that don't scream 'ad' but whisper 'we get you'. What makes podcasting special is the sacredness of the format. You're not fighting for 1.5 seconds of attention. You're being invited into someone's commute, kitchen, or evening walk. That's a privilege. And with that comes responsibility. If you're a brand, ask yourself: Are we adding value to the conversation? Are we bringing new perspectives, new voices, or new utility to this audience? Or are we just trying to talk louder? Have we earned our space in this busy person's life? The best podcast partnerships are built on shared values, not vanity metrics. Listen-through rates, completion stats, and episode drop-offs are all useful, but don't discount the less measurable impacts: brand warmth, cultural relevance, and becoming part of a weekly ritual. As podcasting continues to evolve in MENA, the real opportunity lies in leaning into what makes audio so compelling: voice, vulnerability, and the ability to sit with an idea, and not just scroll past it. Audio listeners have a longer breath, they can listen to you, truly listen to you, if you captivate them. If brands are willing to relinquish a bit of control, to speak with people instead of at them, they may find something surprising: an audience that not only listens, but believes. Because in a world of noise, the most powerful thing a brand can do is not just sound like a human, but to fully lean into their humanity, their values, and strengthen their connection with their audience by reviving the humble and undervalued art of conversation. By Tala Mukaddam, Business Lead, Brand & Podcasts, Create.
Mint
28-04-2025
- Business
- Mint
Spotify pays over $100 million to podcasters in Q1 2025, reveals first-ever creator earnings data
Spotify has disclosed that it paid out in excess of $100 million to creators of both audio and video podcasts during the first quarter of 2025, marking the first time the company has made such figures public. The Stockholm-based streaming service announced on Monday that these payments, which encompass advertising revenues as well as proceeds from its Spotify Partner Programme, highlight its growing investment in the creator economy. The Partner Programme, which launched earlier this year in select markets, offers podcasters additional avenues for monetisation alongside traditional ad-based models. Spotify said the milestone demonstrates its commitment to supporting audio and video content producers around the world.6 Having first introduced non-music audio and video content in 2015, Spotify significantly bolstered its podcasting efforts with the acquisition of Gimlet Media in 2019. These moves have helped the platform to foster a diverse array of shows and formats, from true-crime documentaries to live-streamed conversations. In its most recent full year of trading, Spotify generated revenues of €15.7 billion, and in 2024 recorded its first annual net profit of €1.1 billion. The company is due to release its first-quarter earnings report on Tuesday, which investors will be watching closely for indications of continued growth in both its music and podcasting divisions. In other news, the music streaming platform had faced a major service disruption earlier this month, affecting tens of thousands of users globally. According to outage tracking site users across various regions reported difficulties accessing core features of the app, including searching for music and viewing artist profiles. Despite the disruption, many confirmed that previously downloaded tracks remained accessible and could still be played offline. Spotify acknowledged the issue in a statement shared on social media platform X, stating, "We're aware of some issues right now and are checking them out." However, the company has not yet provided details on the cause of the outage or offered an official timeline for full restoration of services. (With inputs from Reuters) First Published: 28 Apr 2025, 10:47 PM IST
Al Etihad
28-04-2025
- Business
- Al Etihad
Spotify pays $100 million to podcasters in first quarter
28 Apr 2025 19:19 Stockholm (AFP)Music streaming giant Spotify said on Monday it had paid out more than $100 million to creators of audio and video podcasts in the first quarter of 2025, marking the first time the platform has shared such Swedish company generated a revenue of 15.7 billion euros ($17.9 billion) last year."For the first time, we're revealing that Spotify paid out more than $100 million to podcast publishers and podcasters worldwide in the first quarter of 2025 alone," the company said in a statement."This figure reflects our deep commitment to the creator economy and underscores Spotify's position as a leading platform for audio and video creators alike," it payments include "ad-based revenue and revenue generated through the Spotify Partner Program, which launched earlier this year in select markets" and provides content creators with more ways to monetise their content, the streaming giant first began offering non-music audio and video content on its service in 2015. It has since accelerated its investment in podcasts in and in 2019 it acquired prominent podcast producer Gimlet Media. The Swedish platform is due to publish its earnings for the first quarter on Tuesday, having made its first annual net profit, 1.1 billion euros, in 2024.
Hindustan Times
28-04-2025
- Business
- Hindustan Times
Spotify pays more than $100 million to audio, video creators in Q2 of FY'25
Music streaming giant Spotify said Monday it had paid out more than $100 million to creators of audio and video podcasts in the first quarter of 2025, marking the first time the platform has shared such figures. The Swedish company generated a revenue of 15.7 billion euros ($17.9 billion) last year. "For the first time, we're revealing that Spotify paid out more than $100 million to podcast publishers and podcasters worldwide in the first quarter of 2025 alone," the company said in a statement. "This figure reflects our deep commitment to the creator economy and underscores Spotify's position as a leading platform for audio and video creators alike," it added. Spotify's payments include "ad-based revenue and revenue generated through the Spotify Partner Program, which launched earlier this year in select markets" and provides content creators with more ways to monetise their content, the streaming giant said. Spotify first began offering non-music audio and video content on its service in 2015. It has since accelerated its investment in podcasts in and in 2019 it acquired prominent podcast producer Gimlet Media. The Swedish platform is due to publish its earnings for the first quarter on Tuesday, having made its first annual net profit, 1.1 billion euros, in 2024.
Yahoo
02-03-2025
- Entertainment
- Yahoo
Beloved Minneapolis-founded podcast, 'Heavyweight,' finds new home after a year away
The critically acclaimed podcast "Heavyweight," which got its start in Minneapolis, is returning after nearly a year away. The show was canceled in 2023 by Spotify, which acquired original producer Gimlet Media in 2019, during a restructuring that included significant layoffs. The show's final episode was released in December that year. Now, it has found a new home with the Malcolm Gladwell co-founded Pushkin Industries. A welcome surprise for the show's many fans who still discuss episodes online. The show, which launched in 2016, features its Minneapolis-based creator Jonathan Goldstein talking with guests who dig into unresolved moments from their past and work through the frequently traumatic episodes from their lives. It's a format that Goldstein says is closer to a documentary than how we typically think of podcasts. The podcast was almost instantly a hit with listeners, climbing to the top spot of the Apple Podcasts charts shortly after its debut, per the New York Times. In the intervening time since the show was canceled, Goldstein discussed bringing the podcast to other networks and even considered distributing it independently and funding it through a platform like Patreon, he told the New York Times. Ultimately, he opted to join another podcast network, which will debut a new 10-episode season later this year.
