News podcasts are a vital way for audiences to keep up with current events. In a world where information overload is all too real, many people seek out news podcasts to keep them informed in their own time. Whether on the go, while at home or in the gym, podcasts allow people to curate and personalise their news experience. And our research shows that for the most engaged listeners, this format offers a deeper level of engagement and trust than reading news on social media or a website.
Talk and interview formats account for more than four in ten of the most popular news podcasts across our five countries. From the Political Gabfest from Slate to podcasts by former broadcast radio hosts, these shows combine news with opinion and debate. They also offer a unique opportunity for brands to connect with a highly engaged audience who are willing to support the show with a subscription.
But attracting and monetising this audience is not without its challenges, especially with the proliferation of ad-blocking software. Publishers need to find a balance between allowing enough advertising and undermining the intimacy of the format. They want to be able to sell ads in the right place at the right time, but they don’t want to undermine the integrity of their intimate content by bombarding the audience with too much low-quality spot advertisements. Thankfully, new technology has emerged to solve some of these problems – and is already helping many publishers monetise their carefully constructed podcasts.
