Lucy Kueng
senior visiting research associate RISJ
Nic Newman
senior research fellow Reuters Institute for the Study of Journalism
Christopher Turpin
chief of staff National Public Radio
Podcasts have been a welcome growth area for the media in recent years. Consumption is growing, listeners are young and educated, and engagement is high. But what was initially a low-cost route to diversifying audiences and revenue streams has matured fast. Competition for listeners and ad revenues is now fierce and with close to 900k podcasts worldwide, the field is becoming saturated. And podcasts are very far from easy money. Advertisers are gravitating to the biggest shows, and listener expectations are becoming more sophisticated. New launches need sustained editorial, marketing and promotional support.
This panel brings podcasts experts together to discuss where the field now stands. Where are the gaps? What differentiates listener experience? How much can a podcast really make? What are the podcast fallacies to avoid? And what ideas should you never launch?