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Nic Newman, Reuters Institute for the Study of
Journalism
News Rewired 11th June 2018
@risj_oxford | #DNR18
Podcasting–
an...
RISJ Digital News Report 2018
Methodology
RESEARCH CONDUCTED ONLINE IN JANUARY/EARLY FEBRUARY 2018
2
Country Sample Size
I...
@risj_oxford | #DNR18
Definition
A podcast is an episodic series of digital audio files, which you
can download, subscribe...
Monthly podcast consumption across countries
RISJ Digital News Report 2018 4
34% average across 22
countries
Understanding...
Most popular podcast categories
RISJ Digital News Report 2018 5
•  Specialist	
  subjects,	
  lifestyle	
  and	
  
news/po...
Podcasts used more by the young
RISJ Digital News Report 2018 6
PROPORTION THAT USE PODCASTS/RADIO NEWS BY AGE
ALL MARKETS...
When/Where do people listen to podcasts …
§  Commuting (now we have noise
cancelling headphones)
§  In the car
§  In th...
Which podcasts (UK)?
8RISJ Digital News Report 2018
1.  Desert Island Discs (BBC)
2.  BBC Features and Docs (various)
3.  ...
Which podcasts (US)?
9RISJ Digital News Report 2018
MOST MENTIONED
1.  This American Life (Public radio)
2.  Freakonomics
...
Which podcasts (elsewhere)?
10RISJ Digital News Report 2018
FRANCE
TURKEY
In Turkey audio podcasts have become key
source ...
@risj_oxford | #DNR18
Business
models?
Emerging business models
§  Most models are free, supported by advertising or sponsorship
§  Platform control over distr...
@risj_oxford | #DNR18
Future trends
A podcast is an episodic series of digital audio files, which you
can download, subscr...
1%
2%
4%
5%
6%
7%
9%
Korea
Germany
UK
US
2018	
  
2017	
  
Smart speakers – helping with audio discovery
Voice activated s...
15%	
  
18%	
  
35%	
  
47%	
  
65%	
  
67%	
  
75%	
  
0% 20% 40% 60% 80%
Access podcasts
Shopping (ordering goods, savin...
Takeaways	
  
New opportunities
are opening up for
audio on demand –
particularly to reach
younger audiences
Increased foc...
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Nic Newman: Podcasting research, RISJ

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Slides from a talk at newsrewired, 11 July, London.
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Nic Newman: Podcasting research, RISJ

  1. 1. Nic Newman, Reuters Institute for the Study of Journalism News Rewired 11th June 2018 @risj_oxford | #DNR18 Podcasting– anemerging opportunity?
  2. 2. RISJ Digital News Report 2018 Methodology RESEARCH CONDUCTED ONLINE IN JANUARY/EARLY FEBRUARY 2018 2 Country Sample Size Internet penetration USA   2401   96%   UK   2117   95%   Germany   2038   90%   France   2006   87%   Italy   2040   87%   Spain   2023   87%   Portugal   2008   72%   Ireland   2007   94%   Norway   2027   100%   Sweden   2016   93%   Finland   2012   93%   Denmark   2025   97%   Country Sample Size Internet penetration Belgium   2006   88%   Netherlands   2010   95%   Switzerland   2120   89%   Austria   2010   85%   Hungary   2005   81%   Slovakia   2006   85%   Czech  Republic   2020   88%   Poland   2005   73%   Romania   2048   63%   Bulgaria   2021   60%   CroaFa   2010   74%   Greece   2014   69%   Country Sample Size Internet penetration Turkey*   2019   70%   Japan   2033   93%   Korea,  South   2010   93%   Taiwan   1008   88%   Hong  Kong   2016   87%   Malaysia   2013   78%   Singapore   2018   84%   Australia   2026   88%   Canada   2022   90%   Brazil*   2007   66%   ArgenFna   2012   79%   Chile   2008   77%   Mexico*   2007   65%   Polling by Supported by
  3. 3. @risj_oxford | #DNR18 Definition A podcast is an episodic series of digital audio files, which you can download, subscribe, or listen to.
  4. 4. Monthly podcast consumption across countries RISJ Digital News Report 2018 4 34% average across 22 countries Understanding of the word podcast varies across countries … 33 18
  5. 5. Most popular podcast categories RISJ Digital News Report 2018 5 •  Specialist  subjects,  lifestyle  and   news/poliAcs  are  most  popular   categories   •  Podcast  listening  tends  to  skew   male      
  6. 6. Podcasts used more by the young RISJ Digital News Report 2018 6 PROPORTION THAT USE PODCASTS/RADIO NEWS BY AGE ALL MARKETS Q3.  Which,  if  any,  of  the  following  have  you  used   in  the  last  week  as  a  source  of  news?  Q11F_2018.   Which  of  the  following  types  of  podcast  have  you   listened  to  in  the  last  month?  Base:  18–24/25– 34/35-­‐44/45–54/55+:  Selected  markets  =   4787/7575/8084/8566/16998.  
  7. 7. When/Where do people listen to podcasts … §  Commuting (now we have noise cancelling headphones) §  In the car §  In the gym/when running §  When cooking §  Doing housework RISJ Digital News Report 2018 7 “I listen when I’m cleaning the bathroom”
  8. 8. Which podcasts (UK)? 8RISJ Digital News Report 2018 1.  Desert Island Discs (BBC) 2.  BBC Features and Docs (various) 3.  BBC Comedy (various) 4.  Test Match Special (Cricket/BBC) 5.  James O Brien (LBC) 6.  Infinite Monkey Cage (Science/ BBC) 7.  This American Life 8.  No such thing as fish (QI team) 9.  Kermode and Mayo (BBC film) 10.  Every Little Thing MOST MENTIONED
  9. 9. Which podcasts (US)? 9RISJ Digital News Report 2018 MOST MENTIONED 1.  This American Life (Public radio) 2.  Freakonomics 3.  Guys we fucked (HuffPost) 4.  New York Times Daily Podcast 5.  Wait, wait, don’t tell me (NPR) 6.  Stuff you should know 7.  Bill O'Reilly 8.  The Ben Shapiro Show (Daily Wire) 9.  Every Little Thing 10.  Joe Rogan Experience (Comedy)
  10. 10. Which podcasts (elsewhere)? 10RISJ Digital News Report 2018 FRANCE TURKEY In Turkey audio podcasts have become key source of free, independent media
  11. 11. @risj_oxford | #DNR18 Business models?
  12. 12. Emerging business models §  Most models are free, supported by advertising or sponsorship §  Platform control over distribution (Apple, Spotify) make it hard to charge for content §  Advertising income is building ($200m in the US) off back of better data (80%+ listen to end) §  But some publishers see podcasts as good tools for loyalty and for marketing §  Early access to subscribers is being trialed by some (e.g. New York Times) RISJ Digital News Report 2017 12
  13. 13. @risj_oxford | #DNR18 Future trends A podcast is an episodic series of digital audio files, which you can download, subscribe, or listen to.
  14. 14. 1% 2% 4% 5% 6% 7% 9% Korea Germany UK US 2018   2017   Smart speakers – helping with audio discovery Voice activated speakers growing quickly from a low base SELECTED COUNTRIES Q8a. Which, if any, of the following devices do you ever use (for any purpose)? Please select all that apply. Showing smart speaker code. Base: All
  15. 15. 15%   18%   35%   47%   65%   67%   75%   0% 20% 40% 60% 80% Access podcasts Shopping (ordering goods, saving lists) Access latest News Set alarms Ask questions to get facts or info Access latest weather Listen to music Smart Speaker – uses Uses for news/information Other uses UNITED STATES Q8. New You say you have a smart speaker (e.g. Amazon Echo, Google Home, Apple HomePod) which of the following do you do regularly? Percents do not add to 100 due to multiple response. N=609
  16. 16. Takeaways   New opportunities are opening up for audio on demand – particularly to reach younger audiences Increased focus on niches that have previously been hard to reach through broadcast Opportunities to reach global audiences with zero distribution costs Business models are emerging. Sponsorship and advertising – or part of premium bundle More  informaAon  at   digitalnewsreport.org  

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