Why should publishers start a podcast?

Podcasts are taking off around the world due to better content and easier distribution.

If you’re reading this article, it’s safe to assume that you’re a publisher with some level of interest in starting a podcast. Podcasts have been one of the real bright spots in publishing recently, with 75% of ‘digital leaders’ expecting audio news content such as podcasts to become an increasingly important part of their content and commercial strategies this year.

But before we look at why you might want to start a podcast, let’s clear up exactly what a podcast is. A common definition is that a podcast is a type of digital media, usually audio, that is available in a series of episodes or parts. It can be downloaded or streamed, and subscribed to.

The rise of podcasts

Podcasts are taking off around the world due to better content and easier distribution. According to the Reuters Digital News Report 2019, more than a third (36%) of people around the world listen to a podcast at least monthly, and this rises to half for those under 35. In fact, listeners in the US now spend over six hours each week on podcasts, listening to seven episodes a week on average.