There’s a lot of talk about radio stations moving into podcasting. There’s good reason for that: Data show that consumers are increasing their listening to podcasts. Podcasting is on the rise and Nobex Partners provides on-demand functionality (for both our premium accounts) so that radio stations on the platform can participate in the growing field of podcasting.
What is podcasting and why should radio stations care?
With podcasting, listeners download shows and listen to them whenever they want. People who listen to a lot of podcasts generally use a podcast player — a mobile app that makes it easier to download and store podcasts. For iPhones, the most popular app is the Apple Podcast app. On Android, Google offers podcasts on Google Play but there are dozens of popular podcasting apps. These podcast players also serve as large directories that users turn to to discover new podcast content.
The audience for podcasts is growing. In early 2018, there were 16 million households in the U.S. that identify as avid podcast fans, up from 13 million the previous year. Podcast listeners turn out to be highly engaged. According to Midroll, a network of some of the most popular podcasts, claims on average, podcast listeners make it through about 90 percent of a given episode, and relatively few are skipping through ads.
“There are really audiences out there who listen to every word that comes out of [a host’s] mouth,” said Headgum CTO Andrew Pile.
Early podcast formats were generally like talk shows — a host would do most of the talking and invite in guests. Over the past couple of years, we’ve seen the emergence of serial podcasts — shows that followed the plot of fictional characters across episodes. Radio stations, with existing audiences and loaded with talent, are well positioned to participate in podcasting. Regardless of the show format, podcasts provide a great medium for stations to continue to own the ears of listeners and reach out to entirely new audiences.
Getting started podcasting with Nobex Partners
You’ll find on demand functionality under Features inside your Nobex Plus and Pro accounts. The way On Demand works is similar to other podcasting hosts with some nice tweaks for radio stations.
- Add title and description information for your podcast
- Schedule when you want your podcast to publish.
- Assign your podcast to one of your lists. Lists function as full blown feeds which you can submit to the major podcast directories, like Categories on a website. So, you can maintain multiple podcasts with their own unique feeds with one Nobex account.
- Upload pre-recorded shows and podcasts and associated artwork
- That’s it!
Whether you take an existing show and repurpose it as a podcast or you create entirely new shows that are designed to take advantage of the podcast format, your radio station can easily begin participating in this new medium.