Video didn’t kill the radio star
Improvements in connectivity and technological innovations are helping popularize podcasts
Better connectivity led to an explosion of podcasts
Youngsters love podcasts
The report found a significant difference between the age and the location of podcast listeners. “Proportionally, under 35s listen to twice as many podcasts as over 45s. Older groups, by contrast, remain more likely to listen to radio.”
In a talk, Nic Newman mentioned that the younger generation listens to multiple podcasts because the producer does not matter as much as the content.The primary reason they listen to podcasts is for the information.
“Overall, a third of our sample (34%) listens to a news-related podcast at least monthly, but there are significant country differences.” The report sees a correlation with heavy smartphone use, as in South Korea (58%) and Taiwan (55%) or the time spent in a car, as it is common in the US and Australia.
Easy discovery through voice-activated speakers
The appearance of voice-activated speakers has popularized podcasts, as it’s where people can easily access existing podcasts or listen to news briefings. “Almost half (43%) access news in some way (flash briefing or similar). Weather is popular (67%), while six in ten (61%) access quick facts. More than one in ten (14%) say they use the device to listen to podcasts.”
…almost until the end!
Some radio stations offer their shows on-demand, such as the BBC with its iPlayer or NPR. Other news organizations have created series of podcasts, such as “The Daily” by The New York Times. “Data suggests that most podcasts are listened to for at least 90% of their duration, giving the lie to the view that young people have minimal attention spans. With advertising spend on podcasts in the United States rising to $220m, there’s significant commercial opportunity for publishers as well as a route to attracting hard-to-reach millennials.”