British podcasting data released
January 11, 2018
RAJAR, the UK audio measurement company, have released their MIDAS Winter 2017 research. Lots in here about podcasting:
- 6.1 million adults listen to podcasts in every week
- 67% of podcasting adults use a smartphone to listen
- 35% of podcasts that are downloaded are not listened to
- Podcasting accounts for 3% of total listening time; "Listen Again", predominantly BBC time-shifted output (which is arguably the same thing) adds another 1%
- 20% of 25-34's listen to podcasts. Just 6% of people aged 55+ do.
- 62% of podcast listeners are male
- Podcast use on "Voice activated speakers" (the Amazon Echo or Google Home) is virtually zero.
- Podcasts reach their highest audience between 8.15-8.30am, though there's another peak at 6.00-6.30pm.
US data from NPR and Edison Research was announced at CES today: The Smart Audio Report says lots of positive things about smart speakers (two-thirds are Amazon Echo, by the way). The word "podcasting" doesn't appear in the report, although it notices a high degree of use for news bulletins.
Google has quietly rolled out What can your Assistant do? - lots of things you can ask your Google Home or Google Assistant to do. Oddly, Podnews is one of only two results for a search for 'podcasts' - even though "OK, Google, play This American Life podcast" (for example) works just fine.
- "OK, Google - ask podnews to play in full" is a good trick, if you can master a way of reading "podnews" that Google doesn't think is related to Harry Potter.
Here's a guy who really wants to work for Spotify - we think he's called James Desin. He's posted, among other things, some nice ideas for making podcasts look better in Spotify - and suggests, not unreasonably, that Spotify should also offer audiobooks too. Worth taking a look: not just for the Spotify folk who get Podnews, but also for other podcast apps. This is the sort of super-fan worth talking to.
Kate Chisholm at The Spectator posts a piece called Podcasts have a long way to go to catch up with radio - ignore the headline, though, it's an interesting look at the differences in her mind between podcasting and the broadcast output of the BBC.
Hernan Lopez, the founder and CEO of Wondery, asks Is Your Brand On Mute? - pointing out that it needs an audio identity as well as a visual one. "Sound is where the emotion comes from -- sound stimuli are the first to be perceived by the brain, at 0.146 seconds. Then touch at 0.149, then sight at 0.189."
At Podcon in Seattle in December, there was a talk by Multitude Productions about podcast monetization, community and social media. They've published their slides, notes, audio and more. Bravo!
- In case you missed it - here's Podnews's Managing Editor James Cridland, talking at Ozpod 2017 in Sydney wth lots of data about podcasting. He would like you to know that he is a very good conference speaker and is available for your event. He is also massively handsome, excellent value, and a really very, very nice man who would never hijack an edition of Podnews to promote himself.
Thank you to Podknife for their support - Podknife is a curated podcast information and review site.
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