Hiya,
So, it seems podcast listening has hit a record high, with 23% of the people surveyed saying they're downloading or streaming, according to the latest data from RAJAR as featured in their summer 2024 MIDAS report.
For those who don't know, the MIDAS report is the UK radio industry's measurement systems answer to Edison Research's Infinite Dial.
And it offers the best possible view of what UK listeners are doing.
So, the fact a quarter of respondents saying they're listening to some kind of podcastage is brilliant news for podcasters!
More listeners equals more chance to be heard.
It also looks like most podcast listeners (77%) are enjoying 1 to 3 episodes each week.
So if your podcast is one of the chosen few, you're going to hit that sacred trust point (the point in which a listener has made 10 solid touches with your content) in just a few weeks!
The report also delves into why people listen to different types of audio.
This is valuable info for podcasters, as it helps us understand our audience better.
Why do they listen?
The report shows we mainly tune into radio for news and information, but also to lift our spirits.
I'm guessing none of the respondents were Heart fm listeners then.
(Sorry about the ex-radio presenter's bitter and twisted in-joke there - couldn't resist)
If you've got a news-based podcast, or one that's designed to be uplifting or entertaining, think about how you can make it easily digestible and engaging, a bit like those radio presenters.
Music streaming is all about setting the mood and providing background noise. This tells us that sometimes people just want something to zone out to. If that's your podcast's vibe, think chill beats and relaxed chat if you want to win.
Now, podcasts are interesting. Obvs. I mean, of course they are, or why would you be reading this?
People listen to them to learn something new or to be entertained.
That's a pretty broad spectrum, isn't it?
But it means you need to be clear about what your podcast offers.
Are you educational? 'Hilarrrrrrious?' A bit of both?
Knowing this will help you attract the right listeners.
And finally, audiobooks.
They're all about escaping into another world, a bit like getting lost in an actual, real-world, solid good book.
If your podcast has a strong narrative or storytelling element, lean into that. Make it immersive and captivating.
I suppose my main point of this email to you, ,is that understanding these motivations can help you refine your podcast's content and style.
It's all about giving your listeners what they want, in a way that only you can deliver.
Here's how you can leverage this insight
Reading a survey and learning what people want is one thing.
Delivering on it is something else entirely.
Particularly if you're working alone or in a small team that aren't professionally trained in content shaping, storytelling and production.
We all need an outside pair of ears sometimes (even me!) to let us know where we're nailing it, and where we need some work.
That's when we can learn how to get an advantage over our competitors and start getting the results we deserve from our efforts.
If you want to tap into my nearly thirty years of successful audio content production experience (twenty three of which were in podcasting) then please do.
You can book yourself in for an audit here.
Watch the video to see what a former audit client thinks of the idea of you working with me on this.
And if you prefer to see results with your own eyes, check out these babies.
The spikes you see in these graphs occurred within 3 weeks of her audit.
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