opportunity for podcasting in indonesia
TRANSCRIPT
Source: GroupM, December 2012
Ad Spending - By Media in Indonesia
Every year, radio listener in Indonesia dropped 3%
25% of total population
Nielsen, 2014
Podcast
Personal On Demand (POD) + Broadcast
Evolution from Radio Talk shows and MP3 Music
Early support from iPod
Contain RSS feed
Serial• Started in October 2014, as NPR’s
American Life• Investigating the 1999 murder of
school student in Baltimore, Maryland
• Fastest podcast ever to reach 5 million downloads
• 40 million downloads for total season• 1 podcast channel is made for
discussing “serial”
StartUp• Started in August 2014• Documents the development of
Gimlet Media through narration and story-telling
• Raised $1,5 million • Found a good way to sell ads in
the episodes, by narration and story-telling
Hungry for Attention
Blogs:450 million published
Youtube:1,2 million
hours/month
Podcast:300,000 channels
Why podcast?In a world filled with people that want content at specific
times, on specific topics, and for free, no medium is better positioned to serve them than Podcasting.
On Demand Targeted FREE!
Entrepreneur on Fire
- Arts: - Design - Fashion & Beauty - Food - Literature - Performing Arts - Spoken Word - Visual Arts- Business: - Business News - Careers - Investing - Management & Marketing - Shopping- Comedy- Education: - Educational Technology - Higher Education - K-12 - Language Courses - Training- Games & Hobbies: - Automotive - Aviation - Hobbies - Other Games - Video Games
Podcast Category- Government & Organizations: - Local - National - Non-Profit - Regional- Health: - Alternative Health - Fitness & Nutrition - Self-Help - Sexuality - Kids & Family- News & Politics: - Conservative (Right) - Liberal (Left)- Religion & Spirituality: - Buddhism - Christianity - Hinduism - Islam - Judaism - Other - Spirituality- Science & Medicine: - Medicine - Natural Sciences - Social Sciences
- Society & Culture: - Gay & Lesbian - History - Personal Journals - Philosophy - Places & Travel- Sports & Recreation: - Amateur - College & High School - Outdoor - Professional- TV & Film- Technology: - Gadgets - IT News - Podcasting - Software How-To
Podcast Market Characteristic
Well EducatedEarn Above
Average IncomeTech Savvy
Source: Slate Research 2014
90% of Podcast Consumers indicated that they had taken some kind of action as a
result of podcast advertising or sponsorship
67% don't mind sponsorship messages and occasionally find them useful, compared to only 6% positive sentiment expressed for television or commercial radio advertising.
The Consumer
79% agreed that “when price and quality is equal,” they “prefer to buy products from companies that advertise on or sponsor” the podcasts they regularly enjoy.
- Edison Research / Arbitron 2012 -
Power of Radio’s Characteristics
Personal approach
Proximity
Loyalty
Secondary / half ear media
Mobile / portable
Podcast ConsumerPodcast consumers index very highly for social networking behaviours.
78% of Podcast consumers use Social Networking, compared to 56% of the U.S Population aged 12+
Opportunity for Indonesia71,190,000 Internet Users
28,1% penetrationAPJII, 20 June 2014
278 Million Mobile Phone Subscription
122% penetrationBudde 2014
Internet Access Speed
2,4 MbpsRanked #93 out of 194 countries
katadata.co.id
The declination of radio listeners in Indonesia
3% every yearNielsen 2014
More cars is preinstalled witha USB and bluetooth connections