Digital Dose: Google’s Monopoly Trials, Brazil’s X Ban and Podcast Audience Quality

Welcome to your dose of trending news from the digital universe, courtesy of the Spectrum Science Innovation Team.

In this edition of Digital Dose, we’re diving into Google’s monopoly trials, Brazil’s X ban, and podcast audience quality.

Google faces another antitrust trial after ruling declaring search engine a monopoly

At the beginning of August, a judge ruled that Google stifled competition in search, and another trial has opened – this time on its online ad-tech practices. The lawsuit alleges that Google built, acquired and maintained a “monopoly” over the technology that matches online publishers to advertisers – creating dominance over the software on both the buy- and sell-sides of the transaction. When these deals are brokered, Google keeps as much as 36 cents on the dollar between publishers and advertisers, which regulators maintain is far too much. Read More.

Why it matters: Google claims this lawsuit is out of date—based on a time when users were using desktop computers to type web addresses into URL fields—and that advertisers have largely turned to social platforms like TikTok or streaming services like Peacock for advertising. While implications of this trial are wide-reaching, if Google is ruled as having a monopoly over ad tech, one potential outcome could include a more valuable web experience for users, as publishers could serve their content to potential audiences with greater cost efficiency. The trial is likely to last for several weeks, and we’ll provide regular updates until a decision is made.

Bluesky and Threads rise following X’s Brazil ban

With X (formerly Twitter) banned in Brazil as of late August due to disagreements around disinformation, we’re starting to get a clearer picture of how users are responding. While some are using VPNs to access the platform (and risking fines of ~$9,000/day) others are turning to alternatives like Bluesky and Threads. Read More.

Why it matters: With Brazil formerly making up 22 million of X’s daily active user base, this was a significant hit at the platform. And since Elon Musk took ownership of X in November 2022, we’ve been keeping tabs on where users migrate when the platform is no longer meeting their needs. While we’ve documented that X remains the leading platform for conversations around top medical conferences, the ban gives us a glimpse of the landscape without X as an option.

The good news is that, as one Brazil-based researcher told Nature, “It is not as if Twitter ended and there’s no alternative.” Bluesky, created by former Twitter staff-members, says its user base has grown by 3 million in the past week with a majority of that growth originating in Brazil. Data from Sensor Tower show Meta’s Threads app at the top of the list of most-downloaded free apps in the country. If you’re looking for another option, both Bluesky and Threads are well worth your consideration.

When it comes to podcast audiences, quality trumps quantity

What makes a podcast worth millions of dollars? New research from Morning Consult found it’s the quality, not the size, of its audience. The findings from the 68,000 individuals who were surveyed revealed that frequent podcast listeners (those who listen to a podcast once a week) are a highly sought-after audience for their higher salary averages, working status, and avid online shopping habits. Read More.

Why it matters: The research showed that podcast listeners are not only successful in their careers earning at least $100,000 annually, but they aren’t afraid to spend it by making frequent purchases on mobile apps. This is enticing for other companies, like Spotify, SiriusXM, and Wondery, to pay higher price tags to advertise in podcast shows that have proven, high-impact audiences. As podcasts continue to rise in popularity, including in the pharma and biotech industries, remember that the content shared in the podcast needs to provide value to attract the higher-quality audiences that advertisers are looking to get in front of.

Interested in more? Don’t miss these additional digital headlines:

• Social Media Compliance in Regulated Industries: 2024 Guide [Hootsuite]

• The Science of Public Communication [Inside Higher Ed]

• IAB Release Attention Measurement Toolkit [IAB]

Have questions or comments on the content of this blog? Email Innovation@SpectrumScience.com