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Daire Whelan, Independent News & Media : Audio Everywhere: Podcasts and Beyond


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Daire Whelan, Independent News & Media : Audio Everywhere: Podcasts and Beyond at DMX Dublin

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Daire Whelan, Independent News & Media : Audio Everywhere: Podcasts and Beyond

  1. 1. Daire Whelan Producer, Audio Everywhere: Podcasts and Beyond (or how and why newspapers are embracing the new radio)
  2. 2. Remember when…. Newspapers printed words TV did pictures And radio did sound?
  3. 3. And then, the internet came along….
  4. 4. ‘Like being in a tunnel full of mist with light at the end knowing you have to get there but not quite knowing how’ David Carr, NY Times
  5. 5. Publishers have had to diversify Video is the future! Or maybe paywalls? Facebook Live anyone? Live events Paid content And now podcasts Always searching for the next new, new thing
  6. 6. “Today’s podcasts and audio series are yesterday’s AM/FM and drive time radio. The only thing that has changed is the platform.” Gary Vaynerchuk, CEO VaynerMedia
  7. 7. 28 million episodes and counting… 660,000+ shows and counting… Welcome to the podcast explosion
  8. 8. But have we reached peak podcasts? Too much content? Anyone can record and upload Quality of output Saying the same thing in the same way?
  9. 9. My backstory Produced first podcast in 2006
  10. 10. Also produced video content for mobile phone companies “…..that will never work…..”
  11. 11. For ten years not much happened And then in the last 3 years… INM Podcast Network Universities Commercial Sector B2B and B2C
  12. 12. “It’s a reinvigoration of the oldest form of communications. You’ve got this captive audience commuting or on a road trip or stuck in traffic and they’re choosing between genuinely entertaining personalised experiences through audio.” Levi Slavin, Creative Director at BBDO New York
  13. 13. Journalists now joined by producers INM Podcast Network est. 2016
  14. 14. And artists/brands going direct to consumers
  15. 15. US podcast advertising revenue is expected to grow more than 110% by 2020, to $659 million. Reported revenues by surveyed companies increased 275% from 2015, the first year surveyed, to 2017. Source: IAB & PwC, June 2018
  16. 16. 38% of news consumers in Ireland surveyed said that they listened to a podcast within the past month. Ahead of the 27% EU average and the rate of podcast listeners in the UK (18%) or US (33%).
  17. 17. So all is good then…. Except….
  18. 18. “Advertisers don’t know what a podcast is….” “There’s too many podcasts….” “Listener numbers are stagnating….”
  19. 19. Still so many questions
  20. 20. Revenue model: DAI v Sponsorship Free, freemium, premium? Metrics Duration and frequency? Information v entertainment
  21. 21. More audio content that people can listen, use and engage with From a digital add-on to standing on its own two feet Live events Developing a culture of audio PodX
  22. 22. Audio everywhere?
  23. 23. Podcasts and the Future of Audio Beyond podcasts Smart Speakers Audio immersion Paid audio
  24. 24. Paid audio China’s ‘pay-for-knowledge’ economy is booming and estimated to be worth $7.3 billion in 2017 with the bulk of the revenues from paid audio
  25. 25. One of the most popular paid audio content series in China is a show by a former economics professor from Peking University, Xue Zhaofeng. He has sold 55 million renminbi ($8 million) worth of audio podcasts on the Dedao audio platform alone. Paid audio
  26. 26. Paid audio China’s paid digital content market is expected to grow from €617 million in 2017 to €2.4 billion in 2020, while the audiobook/audio content market is set to triple in size between 2016-2019
  27. 27. Increasing popularity of paid audio apps in US and Europe
  28. 28. And audiobooks…. Consumers bought nearly 90 million audiobooks in 2016, up from 42 million in 2012, driving audiobook sales up to $2.1 billion, according to the Audio Publishers Association.
  29. 29. Audio is everywhere and will be everywhere It’s time to think beyond podcasts
  30. 30. “Smart people talk, wise people listen” Confucius