Most downloaded podcasts are consumed within the first 72 hours after download, according to new info published by podcast hosting platform Blubrry. Working with data from the 35,000 podcasts they support, other interesting insights include the fact that 60% of podcasts are downloaded for on-demand consumption. Blubrry has also broken out the four major types of consumption:
- Mobile Apps – consumption within mobile apps accounts for about 72% of listening.
- Desktop Apps account for 13%
- Desktop browsers account for approximately 11% of consumption (streaming and downloads)
- Mobile browsers, tv apps – have about 4.5% of the consumption
So – most of those downloads (85%) take place within podcast apps to desktops and mobile devices. The trend toward mobile is not surprising, and also not surprising is the fact that most of the consumption takes place within apps, which download new episodes automatically over connected devices to subscribed podcasts.
An important strategy for the increasing growth of podcast listening is subscriptions. Once a listener is subscribed, new episodes get downloaded onto devices automatically, in the background. This obviously drives listening, letting a listener know when a new episode has arrived and linking new episodes within the app so that they play consecutively.
The role of subscriptions, and in fact the meaning of a subscriber to the podcast industry is pretty different than on the streaming side of connected audio, where a subscriber is generally paying a monthly fee. It’s very interesting to stop and take notice of the fact that 85% of podcast listening is done by subscribers to the programming. On the streaming audio side, using Pandora as an example, less than 5% of listeners are subscribers, but all are registered users.
These days I’m thinking hard about the Digital Connected Audio universe as one space, and analyzing the similarities and differences between the streaming and podcast varieties through that lens. This is an interesting piece to stop and think about..
The Olympics have a way of cutting through the summertime haze and grabbing our attention like few other things. With so many events and talented athletes, the Olympics provide a lot of great interesting content for podcasts as well. For the first time in weeks, winners like Michael Phelps and Simone Biles are at the top of our mind, replacing the negative day to day updates on Trump and Clinton with positive reports about talented athletes performing at the top of their games. The Internet is crazy about the games – NBC has livestreamed more than one billion minutes of the games so far. Everyone’s talking about them on facebook and twitter too.
Which is why it’s surprising that there are not more podcasts about all the amazing things happening in Rio. There are a few, and some are pretty good:
- Sports Illustrated’s At The Games – this daily podcast features hosts Mitch Goldich and Alex Abnos chatting through a recap of each day at the games. It’s chatty and interesting, and despite not being at the games, these guys cover a lot of what’s going on – with perhaps a little tmi on rugby, and occasional interviews.
- USA Today’s Going For Gold – Rachel Axon and Nancy Armour of USA Today Sports are on site in Rio. This podcast is produced every few days, and offers highlights from the games.
- Yahoo Sports Grandstanding – Is a regular twice weekly podcast that has been all about Olympics since the games opened. It’s hosted by Greg Wyshynski, who is in Rio, and it’s pretty interesting.
It seems to me that there should be more, given all the great content there is to talk about. In particular, I would think some radio stations could muster the talent necessary to produce some pretty good updates for their listeners. Perhaps it’s the short term of the Olympics, but producing recaps like this in podcast form is a great way to expand digital offerings, grow audience, and look for new sponsors. You might even call it a gold medal opportunity…
When it comes to building a community to support your business, Another Mother Runner gets it done. AMR is an online business that targets moms that run – providing a community and connecting with their audience through a daily newsletter, facebook page, books, podcasts and more. When it comes to connecting with new members of their community and growing their brand, their podcast strategy is critical. Sarah Bowen Shea and her partner Dimity McDowell have been podcasting since 2011, which makes them trailblazers of the audio variety (as well as being actual trailblazers!) Their most recent weekly podcast was their 221st.
They credit their podcast, which is hosted by Acast, and available on iTunes and Stitcher as well, as one of the most effective ways to get new audience. “I think a lot of brands don’t realize the power of the podcast.” says Bowen Shea. She says the podcast helps them grow and strengthen their community, while at the same time entertaining women as they run. Get that? The goal of their podcast is to grow their community.
Their formula for success is to offer lots of ways for running moms to connect – through the online store, books about running and being a mom, podcasts, the Train Like a Mother club, and on-site appearances at races. It’s working. Their facebook page has 59,000 likes, and their daily newsletter goes out to 13,500 subscribers. Their podcasts get 80-95,000 listens a month. One of their newest brand extensions is to offer archived podcast content behind a paywall through Acast+ for $2.99 a month – an option available through Acast that Bowen Shea says they are really excited about.
AMR’s approach to advertising is as holistic as their approach to their content. Another Mother Runner has about a dozen corporate sponsors, who are visible on the site, and have native ads in the podcasts as well. It’s a highly integrated approach to sponsorship that no doubt creates lots of value for the advertiser.
In the end, Another Mother Runner’s podcast strategy is one to admire because it’s not content for content’s sake – it’s a way to stay connected with their community and grow their brand. And yes, it helps that runners have lots of time on the road when they’re looking for company and something engaging to listen to. AMR’s podcasts keep them company. And, as they promise, they keep talking on the uphill…