Why Now Might Be the Perfect Time To Launch a Podcast

It’s been a good few weeks for podcasting – certainly in terms of industry word of mouth. Much of the recent podcast talk is being driven (and deservedly so) by the latest installment of the Infinite Dial released earlier this month from Edison Research.

In it, Edison reported that 73 million (26% of the 12+ population) has listened to a podcast in the past 30 days. That represents a new high and is up from 15% just five years ago.

Among 25-54’s, listenership was even higher at 32% – nearly double the 17% from five years ago.

Plus, just in the last few days, Nielsen reported a 3-million year-over-year increase in homes that identified as “avid fans.” Bruce Supovitz, SVP, Sales Director Nielsen Audio noted, “Not only is the podcast audience growing, but the level of engagement is increasing.”

Nielsen goes on to credit smartphones as a key driver of usage. Listening to podcasts on a smartphone has increased 157% since 2014. The 23.9 million listeners who use smartphones to consume a podcast in the last 30 days is more than the total podcast listening on computers, tablets and other devices combined.

Country P1 Podcast Consumption

Podcast consumption, specifically by country radio listeners, is a topic we’ve been exploring in Roadmap – A&O&B’s annual online survey of Country Listeners.

Roadmap 2018 released in February, reported 22% of the 12+ U.S. sample (primarily Country Radio P1’s) reported listening to at least one podcast monthly. Listenership was highest among 18-24’s (30%) and 25-34’s (29%).

Our 12+ Canadian sample showed similar results: 21% listening to at least one podcast monthly with the highest percent of listenership also being 18-24 (31%) and 25-34 (25%).

Here how the U.S. sample looks by demo:

 

 

Additionally, of those who listened to a podcast in the last month, every U.S. demo group between 18 and 74 self-reported that they had increased their podcast listening over the past six months. 25-34’s reported the most additional listening with over 1/3 saying they have increased their podcast consumption in the last six months.

Similarly in our Canadian sample, 23% reported they have been listening more with 18-24’s reporting the highest percentage (37%) of increased listening.

Here is how the U.S. sample broke out.

 

 

 

Podcast Content

If you’re looking for content ideas, you could start with Podtrack which ranks the top podcasts by unique audience members’ monthly streaming and downloading.

But we wanted to look at content preferences specifically among fans of country radio. So we asked these listeners about the types of podcast content they are either presently consuming, or would have an interesting in consuming.

Responses ranged from interviews with country stars to sermons.

For manageability, we distilled the responses down to three basic content types that have value to both listeners and stations:

1. Entertainment content that supports and enhances the station brand/brand promise
2. Content that demonstrates the station’s connection with the community
3. Learning/Self-Improvement content

 

Here are some ideas for each:

 

Entertainment that enhances/supports the brand

• Archived interviews with artists (and utilizing the artist audio that A&O&B has archived for client use) that are re-purposed into podcasts
• The audio from a significant show benchmark including bonus content
• An expanded version of a topic that was on the air earlier in the day

 

Community Connection

• A local high school sports report that would be too niche for on air
• Information about, and ideas for, enjoying your community
• A multi-part feature from the news department

 

Education/Self Improvement

• “TED” style podcast
• A multi-part feature from the news department
• Life tips including health, money, etc. from local experts

 

Podcasting’s Value

If you’re thinking of podcast revenue deliverability primarily in terms of sponsorship, it’s easy to dismiss the platform.

But looking at podcasting as either a gateway to annual revenue or a tool for significant brand enhancement, the ROI prospects improve dramatically.

• A 24/7 opportunity to have a “one-on-one conversation” sales/marketing conversation with decision makers
• A way to help connect the advertising/marketing dots for clients and potential clients
• Telling your story in a way that enhances brand personality

 

If you’ve been thinking about launching a podcast, the train has certainly not left the station.

Considering that more than one in five country radio fans/P1’s are listening to one or more podcasts monthly – and have been increasing their podcast consumption of late – now might just be the perfect time.

 

Have a podcast tips or a success story? Feel free to share it here.

Want to talk more about podcasting? Let Mike or Becky know.

More on Podcasting from A&O&B here.