The ABC’s third annual podcasting convention, Ozpod, was held in Melbourne lately and featured panel discussions and shows from business analysts, podcasting platforms, media businesses and podcasters from conventional media and the unbiased sector.
Head of ABC Audio Studios Kellie Riordan outlines her takeaways as podcasting continues its rise in Australia.
1. Extra Australians are listening to podcasts than ever earlier than
Amongst a nationally consultant pattern (ABC Company Monitoring Examine 2018), consciousness of podcasting is excessive with 91 per cent of Australians aged 18-75 conscious of podcasts and 62 per cent claiming to have listened to a podcast.
Equally, Edison’s Infinite Dial Survey (Australia 2018) reveals podcast listening is on the rise, with virtually 80 per cent of Australians conscious of podcasts.
The ABC additionally unveiled outcomes of its personal Podcast Survey, now in its third 12 months.
The survey discovered podcast listeners are listening extra ceaselessly and for longer.
2. May voice-activated good audio system be the reply to podcasting’s discoverability challenge?
The best way folks devour audio can be altering.
Cell phones are nonetheless the most well-liked option to hearken to podcasts, however as good audio system similar to Google House and Amazon’s Alexa penetrate the market will folks use voice instructions to search out their favorite podcasts?
Google Podcast’s Zack Reneau-Wedeen says Google is engaged on methods to enhance discoverability.
“We wish to not solely present you belongings you may like which might be much like different podcasts, but in addition belongings you may like since you’re occupied with a selected matter like sports activities, politics or cooking, or woodworking,” he stated.
“We wish to take you to particular podcast episodes you may like, that you just won’t be subscribed to. That may introduce folks to a wider array of podcasts,” Reneau-Wedeen stated.
The ABC’s product technique supervisor Craig McCosker predicts good audio system, although troublesome to make use of now, will turn out to be extra mainstream.
He stated utilizing voice instructions to ask for podcasts could assist overcome podcasting’s discoverability challenge.
“The issues stopping folks from consuming podcasts are that they should get an app, or they might have an app on their cellphone however they do not know it. You might be additionally depending on Apple Podcasts,” he stated.
McCosker predicted that doing voice searches utilizing synthetic intelligence is perhaps the way in which ahead for podcast listening.
Omny Studio CEO Sharon Taylor signalled new types of content material and a wider array of codecs are wanted if podcasting is to go mainstream.
She cited actuality podcasts similar to The Brights and reveals similar to “a Roseanne of podcasting” may guarantee listening will increase for all demographics.
3. True crime podcasts are more and more fashionable in Australia and internationally
It is no shock given the recognition of The Australian’s Trainer’s Pet podcast and the ABC’s sequence Unravel: Blood on the Tracks that 44 per cent of these surveyed within the ABC’s Podcast Survey had listened to a real crime podcast within the final month.
This palate for thriller and crime is simply as robust abroad, the place podcasts similar to Soiled John and Serial have grabbed audiences within the tens of millions.
A panel of narrative journalism podcasters together with Trainer’s Pet host Hedley Thomas, Blood on the Tracks reporter Allan Clarke, and Bikram host Julia Lowrie Henderson spoke in regards to the challenges of reporting objectively when the podcast medium is so intimate and the viewers so eager to have a homicide solved.
ABC reporter and Gomeroi man Allan Clarke spoke about his private connection to the Blood on the Tracks podcast, one which centered on the loss of life of an Aboriginal teenager in regional New South Wales.
Clarke labored on the case for greater than 5 years for NITV, BuzzFeed and the ABC, so developed a powerful relationship with the household of the lifeless teenager.
“From the start I defined to the household there can be a course of by way of fact-checking. I could not purchase all their allegations and claims on the spot. I instructed them I might examine them, make sure that they have been true or not. Typically issues that they believed for many years turned out to not be true and that was very uncomfortable,” Clarke stated.
As a former Bikram yoga devotee, Julia Lowie Henderson additionally needed to grapple along with her private connection to the Bikram podcast, which exposes the troubling actions of Bikram yoga founder Bikram Choudhury.
“[The connection] helped me achieve belief of some folks. This turned a neighborhood that was guarded due to the scrutiny they felt in direction of them within the fast wake of those allegations popping out. They rallied round a sense of guilt as not lots had been finished,” she stated.
Within the Bikram sequence we hear Lowrie Henderson battle to reconcile her personal adherence to Bikram’s strict practices for therefore lengthy.
“It is difficult to be inside it since you’re grappling with what I’d or won’t have seen, what I dismissed. Coming to phrases with the issues that have been true about this neighborhood and what affect these have on the time I spent in yoga,” she stated.
4. Children take pleasure in podcasts as a lot because the grown ups
Whether or not it is a serialised fictional thriller like The Unexplainable Disappearance of Mars Patel or a enjoyable science explainer like Wow within the World or However Why, there is a rising variety of podcasts available in the market for little folks.
Whereas conventional radio has restricted area in a schedule to air kids’s packages, the podcast area has exploded with fabulous content material for teenagers and their households to adore collectively.
Additional, household or shared listening is more and more widespread.
Greater than 60 per cent of respondents had listened to a podcast with their kids, which is smart in Australia the place driving distances could be longer than in smaller international locations.
Canadian Broadcasting Company’s Veronica Simmonds spoke a few new podcast she’s produced starring an 11-year-old boy that appeals to adults in addition to youngsters.
“Tai Asks Why is introduced by a baby, however it’s not essentially for teenagers solely. The host is wise and inquisitive and insightful and asks questions of adults that an grownup would not essentially ask – it is from a baby’s perspective,” Simmonds defined.
There’s additionally demand from households who need a screen-free option to entertain their kids.
Producer of the ABC’s youngsters ethics podcast Quick & Curly, Kyla Slaven, stated you do not have to dumb content material down for it to attraction to little ones.
“By having heaps of enjoyable and utilizing numerous sound you possibly can cowl these severe matters.”
5. Manufacturers are utilizing podcasts to get to area of interest audiences
More and more, advertisers are utilizing podcasts as a manner of concentrating on area of interest audiences.
Media consumers and types see worth in reaching audio lovers, and this has seen American podcasting firms similar to Gimlet create what’s often known as branded podcasts, ones which might be designed and paid for by advertisers to inform a narrative about that model.
In Australia, Mercedes Benz included the Powerful Conversations podcast of their marketing campaign to advertise a brand new automotive.
Nick Cummins of The Royals, an company that created the marketing campaign for Mercedes Benz, made the purpose that one of many issues they measure concerning success of a marketing campaign is affect.
“There’s a couple of factor to measure,” he stated.
The Royals takes under consideration consciousness of the model, gross sales figures, in addition to podcast downloads.
GE Australia’s Joanne Woo mentioned the GE-funded sci-fi podcast The Message, which garnered 1,000,000 downloads internationally and had a spend of $500,000.
She stated GE Australia has created two branded podcasts for the native market together with Decoding Genius which has had 200,000 downloads.
6. Indie creators benefit from the management podcasting supplies for his or her concepts
Podcasting is a democratic area the place bed room and DIY podcasters can compete in the identical area as extra established media manufacturing homes.
However making a podcast by yourself as an unbiased producer could be arduous and time consuming.
Podcasters Raquel O’Brien and Georgina Savage had by no means made a podcast earlier than embarking on their Silent Waves sequence about incest.
O’Brien says she selected podcasting because the medium for her story so she may management the way in which it was instructed.
Ben Birchall got here to podcasting from neighborhood radio on 3RRR.
He stated constructing his meals podcast Ingredipedia was much like his expertise beginning a band.
“We needed to maintain the natural and the DIY nature of it,” he stated.
“I’ve additionally been in indie bands for 25 years so it had loads of the identical construction as beginning a band. We acquired a brand and recorded some stuff, so the method was the identical,” he stated.
James Parkinson produces the soccer podcast By Affiliation.
It takes a deep dive into the tales and characters behind the sport, and it received Greatest Sports activities Podcast at each the 2017 and 2018 Australian Podcast Awards.
Parkinson stated he was “nonetheless looking for my very own voice”.
He stated when beginning his present he emulated others such because the Roman Mars podcast 99% Invisible.
Kellie Riordan is the supervisor of ABC Audio Studios, the house of podcasts similar to The Pineapple Undertaking, Women We Want To Discuss, Burn Your Passport, Conversations, and Fierce Ladies. She has a podcast advice publication you possibly can subscribe to.