02 jason phipps

Prepared by Jason Phipps - Head of Audio

The Guardian Is audio is the new black for publishers?

November 2017 - Mediaday Helsinki

theguardian.com/podcasts

Ben Hammersly

“With the benefit of hindsight, it all seems quite obvious. MP3 players, like Apple's iPod, in many pockets, audio production software cheap or free, and weblogging an established part of the internet; all the ingredients are there for a new boom in amateur radio.

But what to call it? Audioblogging? Podcasting?�

Thursday 12 February 2004 02.50 GMT

theguardian.com/podcast

The first podcast hit!

The Ricky Gervais podcast - launched the first 12 shows on the Guardian website in November 2005

theguardian.com/podcast

A decade of Guardian podcasts

theguardian.com/podcasts

A market leader in football podcasts

theguardian.com/podcasts

Building our live audiences

theguardian.com/podcasts

Podcast live shows are getting bigger

theguardian.com/podcasts

Listens across our podcasts monthly

5.4m

3.2m

1m

Downloads and streams across our podcasts, including older episodes, the long tail matters for podcasts

Downloads and stream across content created in the month measured

Downloads and streams on the Guardian site

theguardian.com/podcasts

Our audiences look like this

73% male Football Weekly skews our audience profile, the audience is what the Guardian define as progressives

24% female Growing our female audience is a priority and has informed our recent content decisions

Age - 25 to 64 62% of our audience is aged 25 to 54

theguardian.com/podcasts

Our audiences are global

41%

25%

15%

theguardian.com/podcasts

Key platforms for our audience

Apple Podcasts/

Ad-injection/

Spotify/

Apps /

Echo & Google Home/

• Still accounts for approx 50% of our podcast consumption

• Acast are now our adinjection platform as of April this year - serving and extending our advertising in podcasts also extending revenues and partnership opportunities

• New and exciting platform for podcasts

• Acast, Stitcher, PocketCasts and a host of aggregators account for 40%+ of traffic

• Launch partners with Amazon Echo and Google Home

• iTunes charts still very influential in growing our subscribers

• Also venturing into the ‘Netflix’ model of original content commissioning Mogul

• Huge innovation in this area - Otto / Radio Public /

• Amazon Echo projected to be in 40% of UK homes in 2018, from 9% now

theguardian.com/podcasts

Podcasts can explore delicate, intimate places

theguardian.com/podcasts

Podcasts can extend the reach of long form writing and cover complex issues

theguardian.com/podcasts

Big niche audiences are building into mass audiences

• This is not a bubble - 40% of the US have listened to a pod, 24% are regular listeners (Edison) • Substantial UK growth, 4.7million listeners across BBC content monthly (BBC audiences) • Amazon Echo is in 14% of UK households and have 1% of share of ear in less then 12 months (Audience Net)

theguardian.com/podcasts

The revolution will not be live!

We are just at the very early stage of the evolution of audio in the car and the podcast is a form primed to play a big part in how people inform and entertain themselves on the go

Prepared by Jason Phipps - Head of Audio

The Guardian listen - www.theguardian.com/podcasts connect - @jasotweet November 2017 - Helsinki Mediaday