This document provides a framework for creating a successful podcast. It discusses developing a clear audience proposition and narrative arc, testing concepts with audiences, and distributing through digital platforms. Key insights show that people discover podcasts mainly through word of mouth, try new ones based on episode descriptions and recommendations, and listen most at home or while traveling. The framework emphasizes building an engaged community through multiple content channels and social media.

1. HOW TO MAKE
A HIT PODCAST
Alice Hamilton
Group Marketing
Manager
Kellie Riordan
Manager of ABC
Audio Studios

2. ABC Podcast Success Framework
Insights
Develop
Create
PublishDistribute
Market
Leverage

3. People 12+ Source: The Infinite Dial 2019, Edison Research & Triton Digital
How the industry stacks up
Awareness Monthly Listening Weekly Listening

4. 79%Listened the whole way
through a podcast
Source: The Infinite Dial, 2017 & 2018 Podcast Consumer Australia Edison Research
Listening behaviours
Number of podcasts
listened to in the last week

5. 78%
At home
Source: ABC Podcast Research 2018, ABC Audience Insights
60%
Out and About
25%
At work
Most frequent listening locations

6. Entertain me while I do something boring
Connect me to stories I can relate to
Get my brain going
Take me to another world
Keep me up to date with an interest
Keep me company in the home office
AUDIENCES AREN’T LOOKING FOR A
PODCAST

7. Source: ABC Podcast Research 2017, ABC Audience Insights
Genres by Gender
1 News/ Politics
2 Society & Culture
3 Science
4 Comedy
5 Technology
1 Society & Culture
2 News/ Politics
3 Science
4 Health & Lifestyle
5 True Crime
Male Female

8. Clear Audience Proposition

9. Refining your idea

10. Building a narrative arc

11. Real people, with real stories

12. Test concept with audience

14. Digital Roll-out
Women who cheat – Season 2 Episode 1

15. Source: ABC Podcast Research 2018, ABC Audience Insights
How do people discover podcasts?
4%
27%
TEXT OR
EMAIL
34%
SOCIAL MEDIA
87%
WORD OF MOUTH
BY ANOTHER
MEANS

16. Source: ABC Podcast Research 2018, ABC Audience Insights
Why do people try a new podcast?
8%
ARTWOR
K
73%
EPISODE
DESCRIPTION
72%
RECOMMENDATION
50%
HOST
21%
BRAND

17. Artwork

18. Build an Audience with One Feed
Season 1 Season 2

19. Content Channels Community
Social media
eNewsletters
Featuring/profiling
Publicity &
Earned media
Podcast
Video
Behind the scenes
Photos
Influencers
Ambassadors
Program guests
Talent
Partners
Engaging Audiences

20. ABC Podcast Success Framework
Insights
Develop
Create
PublishDistribute
Market
Leverage