Podcasting & Online AudioMAC 196: Multiplatform Radio and Audio

Radio / Audio PlatformsBroadcast Radio

Analogue – FM/AM/LW/SWD.A.B. Digital Radio

Live online streamingOn-Demand online streamingPodcastingAudio Slideshows

http://www.longtail.com

Podcasting is… Online content, consumed on-demand, often on portable devices

MP3 is the preferred format

Distributed on a on-going basis, to subscribers via RSS

An example of a converged medium

“In addition to providing greater flexibility in when audio programming is listened to, Podcasting invariably also offers listeners an escape from the advertising that plagues traditional radiobroadcasting.” (Crofts, et al: 2005)

Comparing Podcasting to Radio

RadioIs heard liveIs synchronous (heard at

same time)Is about mass-audiencesIs regulated Is a ‘push medium’ Is a linear medium

PodcastingIs heard on-demandIs asynchronous (heard in ‘our’

time)Is about nichesIs free from regulation and

controlIs a ‘pull medium’ Can be consumed as a ‘non-

linear medium’

Listening to PodcastsRAJAR MIDAS 7 2010

8.1 million adults (16% of the adult 15+ population) claim to have ever downloaded a podcast. Almost half of podcast users (44%) claim to listen to podcasts at least once a week but only 24% of users find the time to listen to all the podcasts they download.

76% said that listening to podcasts had no impact on their live radio listening habits, while 30% say that they now listen to radio programmes to which they did not listen previously.

The typical podcast user subscribes to just under 5 podcasts, and spent just under an hour in the last week listening to them. As in previous surveys, comedy and music remain the two favourite genres.

77% of podcast users listen to podcasts at home, and 50% listen in the car or on public transport.

Types of PodcastsListen AgainConverged content from other parts of the mediaBonus contentIndependent Mainstream

(including disintermediated celebrity content) Independent Non-Mainstream

Who’s your audience?? Where are they? What do they want?