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Can You Hear Us Now? Is Podcasting A Business
Yet?
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The Modern Day Podcast
Smartphones Matter
Getting Big, While Feeling Small
Terrestrial Trouble
Here Comes Technology
Golden Age of Storytelling
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Growth of Podcasting
Smartphone consumption of podcasting has
risen as the ‘most used device to listen to
podcasts’ from 48% to 71% since 2013
Source: Edison Research and Triton Digital Study, 2016
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Growth of Podcasting
58 million consumers (est) have listened to
a podcast in the past month (21% of US
audience)
98 million consumers (est) have listened to
a podcast (36% of US audience)
Source: Edison Research and Triton Digital Study, 2016
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Podcast Growth “I listen to you before I go to
bed”
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Podcast Growth “I listen while I’m out on a jog”
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Podcast Growth
“I can’t get through my commute without
you”
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“It helps me get through
my boring job”
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HowStuffWorks
• 12 Shows
• Most produced weekly
• 40 hours of original programming/month
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Why we are so excited • Huge back catalog of content
• 6000 episodes
• 3000 hours of content
• The new ‘Binge Listener’
• Technology is a game changer
• Endless topics to discuss
• Social Media and a true FANBASE.
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What we’ve learned • We got it wrong, at first
• Evergreen content works for binge listeners
• Cross-promotions work
• Fans and Social matter
• Extensions such as video, live tours, books and social media are a critical part of audience discovery and growth
• There are no 3-second podcasts
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3X GROWTH IN THE
LAST 2 YEARS
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Podcasts are having a moment.
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Not the first moment though…
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What Was Missing?
•Smart Phones
•Reporting and Standards
•Technology
•Social Media
•Size
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Technology Opportunity
• Drive-time Audio
• Bluetooth using nearly any device
• Built-in dashboards.
• “I hate listening to the radio”
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Challenges and Opportunities
Create great programming
Data and analytics
Speak the language of digital, but don’t copy
Micro interests