The
Reuters Institute for the Study of Journalism has a new report focusing on the phenomenon
of daily news podcasts, one of the fastest growing areas of media
consumption and a format that has been a lifeline for many people during the
coronavirus pandemic, says the institute. “For publishers like the New
York Times (The Daily) and the Guardian (Today in Focus) these
on-demand audio briefings are now attracting large daily audiences, building
habit and loyalty for their brands, and driving significant revenue too,” says
the institute. Elsewhere the daily podcast scene is more nascent.
Here are some items from the
report:
• Daily news podcasts make up
less than 1% of all those produced but account for more than 10% of the overall
downloads in the
• The format pioneered
by The Daily — a deep-dive of around 25 minutes — has proved particularly
successful and has been most widely adopted by other publishers around the
world. But the report identified three other types: i) an extended chat; ii) a
concise news round-up; and iii) a microbulletin aimed at smart speakers and
streaming apps.
• More widely, publishers see
daily news podcasts as a crucial way to attract younger audiences and engage
them more deeply with their brands. News organizations pursuing subscription
business models say podcasts — specifically daily news podcasts — help increase
loyalty and reduce churn.
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