npr digital media : lessons learned in creating and delivering a digital listening experience @...

Lessons learned: Creating and delivering a digital listening experience.

Zach Brand @zbrand Vice President Digital NPR

Est. 1970

35M weekly broadcast audience

70M monthly digital MAU

80M monthly podcast downloads

X 17

X 975

Digital radio use is increasing rapidly

NPR.ORG | PHONE | TABLET | IN-DASH | IN-HOME

Android iPhone

Today…

Tomorrow…

Music

On-demand &

Time-shifting

13

On-demand

Personal

Personalizat ion

15

Because you

purchased

this…

You might also like these

Social & Discovery

16

Social & Discovery

Local

17

Local

Content Experiences

14 Total Listening Hours for 239 streams, 6am-12am Mon-Sun, Triton

After slowly rising, public radio stream listening now going down.

0

5.000.000

10.000.000

15.000.000

20.000.000

25.000.000

30.000.000

35.000.000

40.000.000

45.000.000

50.000.000

2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1

Fewer people are streaming, and even though existing listeners are streaming more often, they’re doing so for shorter sessions

Audience Strategy

MILLINIALS FREQUENTLY DISCOVER NPR VIA A

TRUSTED INFLUENCER:

• AT COLLEGE

• A ROOMMATE OR A PARTNER

• PEERS AT WORK

• A RELATIVES CAR

Digital IS an Audience Strategy

Potential Areas of Investment

Services Products / Platforms Digital Content

Potential Areas of Investment

Services Products / Platforms Digital Content

Potential Areas of Investment

Services Products / Platforms Digital Content

dev.npr.org

APPLE NEWS

Potential Areas of Investment

Services Products / Platforms Digital Content

The Clock

Newscast

Local Newscast

Lead

Core

Break

Local Story

Break

Invest

etc…

Lead

Break

Core

Invest

Stories Collections Flow Listener

Personalization

Personalization

Promo

It is all about the data.

@zbrand zbrand@npr.org