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