At Futuri, we recently partnered with Nielsen to produce yet another study on the Growing Audience with On-Demand Broadcast Audio study. After a quick two year break, we are back after a raging pandemic with updated information on why on-demand broadcast audio is a prime opportunity for your radio station even more now that it already was back in 2019.
The traditional media landscape in radio has been shaken up pretty good lately. High-quality competitors are around every degree of the radio dial – if you still have one of those analog ones! Consumers now want more digital and social content in terms of radio. Now listeners are listening around the clock at any given time of the day and not just during the typical morning and evening hours.
With our new study we produced with Nielsen, you’re definitely going to learn some new things about why On-Demand Broadcast Audio is hugely important for your brand and we’ll even offer some suggestions for how you can break into this new, exciting opportunity for your brand.
It’s Not Them. It’s You.
Sounds great! But where’s the catch?
You’re right. If creating time-shifted content was easy, everybody would be doing it. However, that is not the case.
Americans are now willing to pay around $40 or $50 per month for subscription streaming services, so that means that if your station just keeps producing a bunch of middle bar level content, then that’s not going to cut it any longer. People are willing to pay for quality and don’t just want to turn on the free radio dial any more.
Also, with less people commuting and more people still working from home, traditional radio has taken a serious hit. Add to that the fact that most people’s audio speakers at home don’t come with built-in AM/FM receivers. They’re connecting those devices to their favorite streaming services and not giving an ounce of thought to radio at that point.
How to Win Them Back
With all the listeners leaving their traditional AM/FM dials for streaming services, your media brand is going to need a solution fast to help you implement more on-demand broadcast audio.
Luckily, we at Futuri have a solution called POST that can help your station publish shows in a podcast format across multiple platforms.
Instead of starting from scratch, with POST your existing content can be repurposed from what would be listened to by audiences on the way to work into content they can listen to while working from home or while making dinner in the evening.
With POST, your station can measure up to the competitors in the battle to have the best premium content. In fact, stations using POST were over 5x more likely than non-POST stations to have on-demand PPM broadcast audio minutes captured by Nielsen.
Also, listeners don’t just want original podcasts. They actually want on-demand channels where they are still interacting with their favorite on-air personalities in a time-shifted format, not just a bunch of random podcasts completely separate from everything else going on at the station. POST can help in this area tremendously.
Baby, Come Back
With POST, you’ll never find yourself having to beg lost listeners to come back on board.
POST’s unique, patented technology, specifically designed for easy, fast, and efficient editing, packaging, and publishing, can help stations capture opportunities uncovered in our research with SmithGeiger Group and validated in our studies with Nielsen, without needing to add a new department’s worth of new staff.
Please visit futurimedia.com/podcast21 for the full study and to register for our November 11th webinate.