ZURICH — I recently read an article doubting the effectiveness of radio including podcast media in its audio portfolio. I took a while to digest this because it was not the first time I had heard such views from radio broadcasters. It made me reconsider my own views on the matter. I also took a deep dive into recent research, ultimately returning to my firm belief that podcast media offers radio, whether public service or commercial, an unprecedented opportunity to maintain its standing as the gateway to audio.
Such debates within the radio industry are not uncommon and serve as valuable opportunities for reflection. Radio’s digital transformation remains ongoing, and in an ever-evolving media landscape, adaptation and innovation are keys to staying relevant and engaging with audiences. Embracing podcasting as part of radio’s audio portfolio will help broadcasters strengthen their position and continue to connect with listeners in new and compelling ways.
The surge in podcast consumption is not a trend. No, podcast consumption and audio, generally, is here to stay for one very simple reason: We like to make things easy. Audio allows us to do much more than listen without impairing the impact of what we listen to. Podcasts are a response to today’s overwhelming and unceasing influx of digital content that threatens to hamper our focus and detach us from our analog way of life.
Golden renaissance
This realization reinforces our preference for listening to content over other forms of media consumption, which is deeply rooted in our early days of life. Essentially, listening represents our primary sense.
Radio is in the midst of a golden renaissance. It is the most significant beneficiary of the podcast listening surge. Public and commercial broadcasters alike can harness podcast media’s strengths to enrich their listeners’ audio landscape. Broadcasters who ignore this audio window of opportunity and overlook the immense value of incorporating podcast media into their audio portfolio will undoubtedly face unfavorable consequences.
Beyond cost considerations, broadcasters remain hesitant to embrace podcast media because a radio show format seems diametrically opposed to that of a podcast. Radio productions are beholden to strict time constraints measured in seconds and provide real-time entertainment aligned with the “vibe” of the day. Radio formats typically feature a fast-paced structure amid musical entertainment. Listeners choose radio precisely for this kind of content.
In contrast, the podcast format is a less energetic and more immersive listening experience, not beholden to the exact time constraints of daily radio. Podcast storytelling is an opportunity for deeper dives into subject matters with a much calmer rhythm — an audio format that fully complements, rather than competes with, traditional radio productions. By combining the two, broadcasters can remain the gateway to audio content.
Such a strategic move not only enhances radio broadcasters’ traditional offerings but capitalizes on their well-established infrastructure for quality audio production. Broadcasters also have an established audience fully primed for podcast media in their chosen radio brand, resulting in a powerful synergy that benefits broadcasters and listeners alike.
The surge in podcast consumption is not a trend. Podcasts are a response to today’s overwhelming and unceasing influx of digital content that threatens to hamper our focus and detach us from our analog way of life.
Darryl von Däniken
Commercial radio possesses the added advantage of established relationships with advertisers, who, beyond traditional ad placements in radio broadcasts, increasingly want to be heard in their customers’ podcast spaces. As this audio landscape evolves, the emerging branded podcast format presents a golden opportunity for commercial radio to assist brands in reaching their target audience beyond classical radio spots.
Radio’s reign
Such a move not only elevates commercial radio to a higher level of client engagement but unlocks a novel business model — as a value-added service provider akin to marketing and advertising agencies. The value and exposure of content can double-up sitting on the station’s audio portfolio and the respective brand’s channels. This innovative approach offers commercial radio a window of opportunity — left unexplored, third-party entities such as branded podcast production companies and media hubs will grab it.
A recent survey by Sounds Profitable showed that 41% of participants surveyed were likely to listen to podcasts originating from their favorite brands. Most revealing was that 11% of audio “brand fans” had never engaged with podcast media before. Consider that: Commercial radio stations producing branded podcasts for advertisers on their brand’s digital channels stand an excellent chance of converting new podcast listeners. That alone represents an opportunity commercial radio should not miss out on.
Public service broadcasters don’t fall short either. The BBC recently revealed that plays of on-demand radio and podcast content within its BBC Sounds app were up 21% year-on-year to a record 226 million — that’s keeping the BBC brand front of mind 226 million more times.
In summary, radio’s essence lies in listening, regardless of the channel. It is this intrinsic connection with its audience that solidifies radio’s reign as a dominant force in audio media. Overlooking podcast content would represent a short-sighted strategy not to keep radio brands front-of-mind with their audiences or give them a chance to develop ongoing strategic partnerships in the audio space. Radio’s enduring strength rests in its ability to evolve and adapt, and embracing podcasts is a crucial step to its continued relevance and success in the ever-changing media landscape.
The author is the managing partner of BrandAudio, general manager of SwissRadioDay and the festival director of the International Radio Festival.
