![]() A whopping 40 percent have an advanced degree. That may be thanks to their credentials: 88 percent of podcasters surveyed have had at least some higher education, compared to 58 percent of the country. More than half have an annual income (not necessarily from their podcast) of $75,000 or more, compared to the third of the US population that does. Since then, other women-hosted shows have climbed to the top, like Call Her Daddy and Crime Junkie, but the proportion from the report was still surprising: men outnumber women in podcasting by more than two to one. When I compiled the highest-earning podcaster list for Forbes in 2020, only one of the five top-earning shows had women hosts ( My Favorite Murder). It’s been long apparent there is a gender gap in podcasting. The answer is not going to be a terrible shock: podcasters skew male, rich, educated, and liberal. That’s the question posed by Tom Webster, who conducted a study for Sounds Profitable and Edison Research. Without its crown jewel, that is going to be a lot harder. While streaming radio can make up part of that, it is going to need a more robust podcast operation. The radio giant, like its peers, is trying to build up its digital side to stifle the blow of terrestrial radio’s steady decline. If The Daily Wire ever decides to handle the ad sales for its flagship shows, that is very bad news for Cumulus. Cordova did not say if it was managing ad sales for any of the network’s other podcasts moving forward, but if DWP is able to build up that side of the business with Peterson, that could be a whole new lucrative stream of revenue for the company. DWP plans to handle his podcast ad sales and distribution in-house, which is a pretty stark change from their longtime arrangement with Cumulus. The advertising component of Peterson’s deal, though less flashy, could end up reshaping how the company approaches its audio business. While the premium content is intended to attract and keep premium subscribers (which, by the way, company spokesperson Alyssa Cordova said is already at a pretty massive 890,000), his show will still be available on major podcast platforms with ads. He will also appear in some of the service’s video content and already debuted Dragons, Monsters, and Men, a limited series on masculinity. But, his views on gender will fit neatly at DWP, which recently debuted a Matt Walsh-hosted documentary called What Is a Woman? that has also been accused of being transphobic.ĭWP subscribers will be able to listen to Peterson’s podcasts ad-free and will have access to exclusive bonus content. The tweet was removed for violating the platform’s policies. He was suspended from Twitter this week for the (extremely gross!) post he made about Elliot Page. Peterson, who was a psychology professor at the University of Toronto until he announced his retirement early this year, has become notorious for his sexist and anti-transgender views. And, tonally, he’s a fit with the network’s other talent. ![]() His show ranks in the top 50 on both Apple Podcasts and Spotify. The addition of Peterson’s show should only boost that figure. In May, DW’s podcasts got nearly 73 million downloads, according to Podtrac. Those shows have become an integral part of Cumulus Media’s podcast operation, which handles their ad sales and distribution. With top-performing political titles like The Ben Shapiro Show and The Matt Walsh Show, The Daily Wire is one of the biggest podcast publishers in the business. The company announced yesterday that it cut a multi-year deal with polarizing public intellectual and podcaster Jordan Peterson. While the company is branching out into new areas like movies and kids video programming, it is also shoring up the area that has long been its bread and butter: podcasting. Right-wing news company The Daily Wire has launched Daily Wire Plus, a subscription service that now hosts The Daily Wire website and conservative video and podcast programming. Today, Daily Wire takes some big podcast swings, a new study confirms a lot of what we already knew about podcast creators, and industry leaders make moves.ĭaily Wire signs controversial (but popular) podcaster Jordan Peterson That means no Tuesday newsletter, but I will be back on Thursday. Mercifully, I will be off Monday and Tuesday (thanks for the chill time, Vox!) and plan to spend most of the break in a pool. I hope you all have fun plans for the holiday weekend.
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