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February 12, 2021
After Joe Biden’s presidential inauguration came and went without incident on Jan. 20, people began making jokes about finally being able to go back to brunch.
Crooked Media wants to go the other way, hoping a politically charged slate of shows, focused on topics not known for being political, will help the podcast startup that defined itself in opposition to President Donald Trump’s administration build out a bigger brand
with an engaged, quasi-activist community of listeners and viewers.
While Crooked has dipped its toes into non-political and news waters before a show called “Keep It,” which focuses on entertainment and cultural news, has been live since 2017 it plans to diversify further away from politics and national affairs this year, looking to build momentum it started last year with new shows including “Hall of Shame,” about sports, “Unholier Than Thou,” a show about a search for spirituality, and “Wind of Change,” a show abou
Publishers found audiences flocking to coverage of the pandemic in 2020 and are now leaning into that story’s next chapter as vaccines roll out, creating coronavirus-focused podcasts to capture and monetize new audiences and dive deeper into the growing audio space.
Industry predictions suggest there’s a lot of opportunity: eMarketer forecasts U.S. podcast ad spending will surpass $1 billion this year. Another report, from consulting firm Altman Solon, finds global monthly podcast listeners are expected to grow 20% per year between 2020 and 2023, and reach nearly 2 billion by 2023.
Like other publishers, The Economist saw a surge in traffic to its coronavirus coverage. Traffic was 60% higher on average on content around this topic compared to all other online articles from the publisher in 2020, according to the company.
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