PODCASTING: IT’S TIME TO HOP ON THE BANDWAGON
It’s where a third of young people are getting their news.
It’s a great source of entertainment, information and education.
It’s the latest trend in content consumption that’s finally gaining traction in Australia.
I’m talking about Podcasts.
The stats are in and podcasts are more popular than ever. Rapidly growing in the global market for the past two years, Australia has only recently joined the party of these audio delights in the past 12 months.
So what is all the fuss about?
From the side splitting Jamie Morton reading out personal musings by his father in My Dad Wrote A Porno to the latest on the madness that is the US election in Keeping it 1600. Informational, educational and entertaining, whatever content you’re after, chances are there’s a podcast for it.
THE AUSSIE MARKET
While there’s an abundance of quality international content, the Australian market is still growing. Radio content, nicely cut into podcasts are currently leading the market with shows like Hamish and Andy and Kate, Tim and Marty holding steady in the charts. More and more ‘podcast-first’ content is being created and listeners are taking notice, telling all of their friends about it with 1 in 2 listeners learning about Podcasts from a friend. A great example of podcast-first content is done by the Mamamia Women’s Network. Early adapters to the podcast trend, with their own podcast app and a range of different podcasts and topics, have grown their Podcast network 505% in 2016 alone, with 7 million podcast downloads. Brands outside the media are even seeing this trend and reacting, with QANTAS last month adding podcasts to their in-flight entertainment package.
THE STATS ARE IN
The ABC conducted an audio insight survey into podcast habits and this medium is producing engagement off the charts. A staggering 80 per cent of podcast listeners indulge in the entirety of their chosen podcast which can be as long as 1–2 hours, with the most viewed podcasts (59%) involving news, politics and current affairs. Podcasts are changing the way youth especially get their news, with the Australian Survey of Political Engagement Findings 2013 showing over a third of Australians are getting their political news from radio/podcasts, higher rates than both social media and dedicated news websites.
CONSUMER TRENDS
We’re a generation of media multi-taskers that values convenience and quality content. That’s the gap in the market that Podcasts are filing with 70% of 14–34 getting their podcast fix from their smartphones. It’s making listening to the daily news, an interesting story or a laugh more accessible than ever and as the quality of content increases, so does the growth of the medium.
So if you’re not on the bandwagon already, boy do I have some great suggestions to kick off your podcasting adventure. But first, let’s spice things up a bit! Unless you’re a marketing student, you probably haven’t heard of the Roy Morgan Value Segments. Well, they’re pretty cool. They’ve taken market research of demographic and psychographic information and paired it with consumer mindsets, motivations and attitudes to provide a few key personality profiles used to match you up with the perfect podcast. So the question is, which one are you?
SOCIALLY AWARE
Who they are: ‘Idealistic, community minded and socially active’. When they’re not out at a socialist rally, debating politics at the pub or watching Netflix documentaries they’re taking every opportunity for education, training and knowledge. They’re described by Roy Morgan as ‘information vacuum cleaners’ and if you can deal with their pretentiousness you might actually learn something. So if you prefer learning a living over earning a living, this might be you!
YOUNG OPTIMISM
Who they are: Forward thinkers, image conscious and very optimistic. Young Optimists are busy planning their lives, mapping out their careers and attending university. They’re into image and style, not fads and fashion and have focused on innovation and technology. Family, career, travel and friends, they want it all and are willing to work hard to get it. They’re the overly keen member in your group assignment that gets all the work done, and we love them for it.
REAL CONSERVATISM
Who they are: Described as ‘cautious about new things and ideas’ and ‘disciplined, predictable and safe’, you can tell they’re going to be an absolute riot at a party. Taking a break from unironically watching Pauline Hanson’s SBS documentary, the real conservatists are busy working hard, saving and ensuring they are in with the ‘right crowd’ doing the ‘right thing’ over there on the right wing.
LOOK AT ME
Who they are: Young, rebellious and focused on freedom and fun. They are the first to stick their hands up for a night out and they feel the need to stand out. They want to be described as ‘cool’ and ‘hip’ and have a short term way of thinking. Work to live, not live to work is what these guys are all about.
A FAIRER DEAL
Who they are: They’re into hotted up cars, martial arts, motorbikes, beer, TV and probably have a Southern Cross tattoo. This segment of white males ironically feel like they’ve got a raw deal out of life, that ‘everyone else is having all the fun and opportunity’. They feel that ‘what they get paid is more important than what they do’. Pessimistic and a bit cynical driving around in their Skylines, they want a leg up in life.
SOMETHING BETTER
Who they are: Described as ‘one of the Joneses’ the Something Better segment want to portray the right image, get the right stuff and be in with the right people. Even often extending themselves financially to make it happen and keep up with trends. They are double denimn wearing, Splendor going, choker wearing and hashtag talking. #Oops, I’ve just mildly described myself and everyone I know..
RECCOMENDATIONS
Socially Aware:
Stuff You Should Know
The Stuff You Should Know podcast is dedicated to educating the public to how things work. Everything from LSD to Ice Ages, to Sleep.
Hack by Triple J
Covering current affairs, music, politics and youth culture in 30 minutes a day. Keeping our generation up to date.
Young Optimism
Mamamia Out Loud
Three women discuss the week in news, politics and entertainment through a feminist perspective, a good laugh and some intellectual discussion.
2 Dope Queens
Phoebe Robinson and Jessica Williams from the daily show host this smart comedy podcast that talks about everything from romance to race as well as featuring a bunch of up and coming comedians.
Real Conservatism
Here’s the thing with Alec Baldwin
A really great interview series by Alec Baldwin with policymakers, celebrities and award winning actors. The combination of great questions and such a variety of guests means there’s something for everyone.
Look At Me
Hamish and Andy Podcast
They’re Australia’s favourite larrikins. Comedy, news, interviews and celebrities, their radio show has it all. A consistently funny and feel good show, whether you missed the show on air or just want to listen on demand, you can’t go wrong with this universally loved duo.
My Dad Wrote a Porno
Jamie Morton hilariously reads from his fathers erotic novel with chuckles and commentary from his two mates. It’s a great time, cringe worthy and getting great reviews online.
A Fairer Deal
Freakanomics Radio
Explore the riddles of everyday life. The hugely popular movie and book extended into podcasts broadens your mind explaining the economics in everyday life. Interesting and informative with a massive 249 Podcasts, there’s bound to be a topic to intrigue you
Something Better
Serial
A Podcast from the creators of This American Life, this true crime podcast deep dives on one controversial criminal case per season. The same great storytelling from This American Life, with the intrigue and mystery of an insane crime drama. It’s VERY trendy and everyone’s talking about it.
Anna Faris is Unqualified
One of the sweetest, heartwarming and hilarious podcasts. Anna Faris and her friend Sim interview a slew of celebrities and influencers with pop ins from her husband Chris Pratt. She takes audience engagement to a new level by getting listeners to call in and get her unqualified advice. Hearing Anna’s genuine care for her listener’s issues is touching and hearing her celebrity guests give advice brings something special to this podcast.
So off you go, get listening and if you’ve already had a chance to dive into the world of Podcasts let me know below, what’s your Podcast recommendation?
Originally published at The Isthmus.
