Helen Shaw MD Athena Media, Dublin, Ireland DRACE Project 4/14/2015 1

 Finding out about podcast use  How is that changing linear radio use?  How is radio facing the challenge?  What are the issues driving podcast use?  How is podcast production being funded? 4/14/2015 2

 Rajar July 08 Podcasting+Radio/Net’  3.7 mill download podcasts every week  Spends over a hour  Comedy and music top genres  Most use iTunes -79% listen via PC  15% listen more to radio (10% less)  39% listen differently, to new shows  Evergreen: 83% listen to old programmes  53% open to free podcasts with adverts 4/14/2015 3

 Podcasting/Listening via Internet - Jan 2008  80% listen at home  60% use podcasts ‘listen when I want’  25% ‘listen to show I missed’  18% listening to more radio (8% listen less)  67% listen via iTunes  65% not willing to pay  Over half listen to full shows they download 4/14/2015 4

 Extending life + availability of programmes  Enhancing value to users – and broadcasters  Losses in linear augmented by non linear use  Small overall growth; more selective listening  Users expect online offerings as standard  Commercial: Open to advert  Opportunities to open the archives  Move to create online only content 4/14/2015 5

 2,000 users in database: 10% survey  30% download every day/40% weekly  50% use both audio and video  Most want content flexibility  40% use iTunes to find podcasts  Biggest barrier – time  70% open to advertisement in podcasts  Less than 12% would pay for them  50% say they are listening to same radio  8% say they are listening more 4/14/2015 6

 BBC not permitted to make podcast only content  Over 16 mill downloads since March 08 – popular shows get mill a month.  (BBC R4 Today/The WS documentary) All traffic publicly available online.  RTE audio/video (5%) and podcast only content. 5 BBC Network 2004 – 200 podcasts – audio only  million downloads in 2007 (News/comedy)  51% of RTE’s podcast users come via rte.ie  Radio Netherlands Worldwide 2007 – new experiment with Media Network (podcast only project). 4/14/2015 7

 Download and Podcast figures - July 2008 Daily Global News (World Service) 1,223,371 Best of Today (R4) 717,289 Archers (R4) 588,518 Regular (1-5 a week) Documentary Archive (World S) 1,019,741 Weekly (1 a week) Friday Night Comedy (R4) 755,937 Russell Brand (R2) 615,286 4/14/2015 8

 DRACE book project  Digital Radio Cultures in Europe  Podcasting: EBU survey and interviews  We need your help  Contact  Visit  4/14/2015 9