GANDHINAGAR: The podcast landscape is booming, but news podcasts face a unique challenge: attracting listeners in an already saturated space. While the overall podcast listenership has grown from 25% to 34%, news podcasts haven’t seen the same jump, despite growing competition.
However, shows like BBC News’ Newscast, Americast, and Ukrainecast, Global Media’s The News Agents, The Guardian’s Today In Focus, and The New Statesman Podcast demonstrate that success is indeed possible. What are their secrets? At the digital journalism conference Newsrewired held recently, the DNR lead author Nic Newman spoke to representatives from four news organizations to understand what is driving their current strategies and success.
BBC News: Ditching Formality and Embracing Conversation
BBC News’ dominance with its three popular “extended chat” podcasts highlights the power of conversational formats. Executive producer Jonathan Aspinwall believes these shows help listeners feel “smarter about the difficult and dominant news stories.” Having specialized reporters offer their insights in a relaxed setting gives listeners valuable context and a unique perspective.
The Guardian: Deep Dives and “Great Tape”
The Guardian’s Today In Focus takes a different approach with its “deep dive” format, focusing on underreported stories deserving of more attention. Audio producer Courtney Yusuf points to an episode about a New York subway killing as a prime example. “Great tape” combined with high-quality sound allows them to strategically utilize audio bites for maximum impact.
Global Media: Star Power and Unfiltered Opinions
Global Media’s The News Agents skyrocketed to success thanks to its star-studded host lineup: Emily Maitlis, Jon Sopel, and Lewis Goodall. Their chemistry is undeniable, but head of news and factual podcasts Vicky Etchells emphasizes the importance of their established reputations, eliminating the need for lengthy introductions. The show also benefits from the hosts’ freedom to express their personal opinions, something their previous roles at the BBC didn’t allow.
The New Statesman: Topicality and Video Integration
Similar to BBC News and Global Media, The New Statesman sees video as a key element for success. Doubling its listenership since revamping its strategy, the podcast integrates video heavily for promotion, recognizing its effectiveness over traditional audiograms. The show’s twice-weekly politics format and additional episodes throughout the week ensure consistent topicality, while the publisher acknowledges the importance of maintaining a balance to avoid negativity and provide moments of respite within their discussions.
News Podcasts: Exploring Consumption, Trends, and Country Comparison
Global View:
News podcast consumption is highest in the US (19%). European countries like France (9%) and UK (8%) lag behind. This difference reflects the vibrant US market with diverse production and monetization models. Europe faces competition from existing radio, hindering independent podcasting growth.
Podcast Genres and Top Shows:
Personality-led “extended chat” shows like The Joe Rogan Experience dominate globally. Deep dives (The Daily) and short news round-ups (Tagesschau’s News in 100 Seconds) are also popular. Longer documentaries are less common. Shows have uneven distribution within countries, with a few big winners and a long tail.
Country-Specific Insights:
Across the globe, the world of podcasts offers a diverse buffet of listening experiences. Among the most popular are personality-driven “extended chat” shows like The Joe Rogan Experience, which delve deep into conversations with fascinating guests. In-depth “deep dives” like The New York Times’ The Daily also captivate audiences, offering thorough explorations of current events.
For those seeking quick updates, short news round-ups like Germany’s Tagesschau’s News in 100 Seconds or CNN’s 5 Things prove to be reliable morning companions. While longer documentary series like ITV News’ investigation into UK’s “Partygate” scandal find their niche listeners, they generally aren’t mainstream favorites.
The podcast landscape varies across countries. Some exhibit a “winner-takes-all” dynamic, with a few dominant shows capturing the majority of listens. Others, however, boast a more democratic distribution, with listeners spread among a wider range of offerings. Interestingly, cross-border listening is surprisingly common, reaching up to 50% in certain English-speaking markets.
This diversity in content and audience preferences highlights the vast potential of podcasts to cater to a multitude of interests and styles. Whether you crave insightful conversations, bite-sized news, or in-depth investigations, there’s a podcast out there waiting to be discovered.
United States
Replicates talk radio tradition with outspoken hosts (Shapiro, Bongino, Maddow). News round-ups and deep dives tend to be neutral.
United Kingdom (UK)
Top 3 shows are politically focused extended chat programs. BBC faces strong competition from commercial and disruptive players.
Australia
Deep dive, explanatory podcasts prevail (Full Story, ABC News Daily, 7am). Shows from US and UK make it a crowded market. Similar mix of deep dive and extended chat, often male-dominated. Canada and Ireland see high consumption of US shows.
Non English Speaking Countries
France
Public and commercial radio networks (France Inter, RTL) reign supreme with repurposed programming. “La Story” and “Le Monde” represent podcast-first innovations. Hugo Décrypte’s Actus du Jour caters to younger audiences.
Spain
Repackaged radio shows are common. Newspapers like El País and El Mundo develop deep dives, and digital players like elDiario.es emerge. Hybrid audio/video shows like The Wild Project gain traction.
Germany
Public broadcasters (ARD) dominate with repurposed radio and native podcasts. T-Mobile’s news briefing targets smart speakers. Print publishers like Die Zeit launch interview shows (Alles GeSegt).
Nordic countries (Norway, Sweden, Finland, Denmark)
While public broadcaster NRK reigns supreme with its daily news podcast “Oppdatert,” Norway’s airwaves are buzzing with competition from hungry commercial players. Schibsted, a media powerhouse, has staked its claim with three top-ten podcasts: the thought-provoking “Forklart” (Explained) from Aftenposten and the gripping true-crime series “Krimpodden” from tabloid giant Verdens Gang (VG).
The fight isn’t just for ears, it’s for loyalty. Schibsted’s recent acquisition of PodMe, a podcast platform, and Amedia’s investment in a production company signal a shift towards bundling podcasts with subscriptions. Data suggests the magic of audio lies in its ability to forge strong listener bonds, a potential goldmine for these players.
NRK, sensing the changing landscape, has begun strategizing. To counter commercial rivals, they’re restricting access to some content on open platforms, gently nudging listeners towards their NRK Radio app. This move aims to strengthen their own ecosystem and keep listeners tethered to their brand.
The war for Norwegian ears just got interesting. Can the venerable public broadcaster hold its ground against the well-armed podcast giants? Or will Schibsted and Amedia, with their diverse offerings and bundled subscriptions, steal the show?
Platform Giants vs. Podcasts: Can Publishers Hold Their Ground?
Battle for ears
Publishers worldwide face a formidable foe – tech giants controlling podcast platforms. Their vast content libraries and polished user experiences make it tough for individual publishers to compete.
The BBC Sounds Exception
A beacon of hope shines in the UK, where BBC Sounds matches Spotify’s reach. Their secret weapon? Cross-channel promotion on BBC platforms.
Spotify’s Waning Grip
While Spotify reigns supreme internationally, YouTube claws back the US crown. The reason? The rise of video podcasts.
Video’s Allure
Video podcasts unlock new engagement avenues. YouTube’s reach and potential revenue entice creators, while video snippets slice through social media noise, grabbing attention with ease.
Cross-Pollination
Traditional media isn’t sitting idle. US cable talk shows find new life as podcasts, while BBC’s Newscast embraces video for wider distribution.
The Takeaway
The podcast landscape is shifting. Publishers must adapt, leveraging video, strategic platform partnerships, and cross-media promotion to keep their voices heard in the ever-evolving digital cacophony.