Podcast Highlights from the 2024 Digital News Report

News podcasts are the bright spot

Senior research associate Nic Newman points out that news podcasts “remain a bright spot for publishers, attracting a younger, more educated audience.” Podcasts are seen by publishers as a growth area, with a January Reuters Institute survey finding that publishers would prioritize video, podcasts and newsletters as areas of growth.

Illustration: GT

However, the Digital News 2024 Report says that podcast listening is still generally a “minority activity.” In the countries surveyed, an average of 35% of people access podcasts monthly, with 13% accessing news and current affairs programming.

Still, podcasts are proving effective for startups in the space as well as large news publishers, even though podcast listening rates for news shows remain roughly the same as they were seven years ago.

It's a surprising result, given the overwhelming success of new news launches from news publishers. Newman theorizes that "many markets have become saturated with content, making it difficult for new shows to be discovered and for existing shows to grow their audiences."

However, the report also points to the potential for podcasts to grow as a news medium. Perhaps there are other reasons for the stagnant growth… like a lack of shows that attract larger audiences.

Audio - how to reduce dependence on underlying algorithms

Podcasts are increasingly seen as an opportunity for publishers to increase engagement, build habits and build loyal listeners. Leading organizations like the New York Times and Schibsted “have joined public broadcasters in trying to build their own platforms to compete with giants like Spotify, using exclusive content to drive direct traffic,” the report said.

The report also points to the strength of podcasts in the product category. Traditional print publishers are increasingly producing podcasts, “finding that the combination of text and audio fits the rhythm of professional journalism and is relatively low cost compared to video.” Podcasts are low enough that most publishers can recoup their investment.

The Thin Line Between Podcasts and Video

But despite the power and popularity of audio, the report notes that many of the most popular podcasts are now filmed and distributed through video platforms like YouTube and TikTok, “further blurring the lines between podcasts and video.” It’s unclear to what extent audiences themselves can tell the difference between a video and what a “video podcast” is.

Ngoc Anh (according to RI, Media Voices)

Source: https://www.congluan.vn/diem-sang-ve-podcast-tu-bao-cao-tin-tuc-nam-2024-post299781.html