“We want BBC Sounds to be the best place for audiences to listen to BBC audio content.” –BBC annual report 2022
Metrics
- “In radio the pace of change is rapid, and while 89% of adults use broadcast radio each week on average, music streaming and podcasts now make up close to 60% of 15-24s listening time.”
- “Today, music streaming and podcasting make up close to 60% of 15-24s listening time (compared to 40% pre-pandemic) and 19% for all adults (16% pre-pandemic).” [MIDAS]
- “Podcasting still accounts for a relatively small proportion of overall UK audio time (5% for those aged 15+). However, it is growing rapidly – 20% of UK consumers listen to a podcast weekly compared to 11% four years ago.”
- “Of weekly podcast listeners, Spotify is the top platform used with a 36% reach, followed by Apple (26%) and BBC Sounds (24%).”
Plans
- The BBC has hired a Chief Product Officer “to ensure the BBC continues to be at the forefront of digital innovation.” Some of the podcast-related product goals: “Continuing to improve BBC Sounds with more effective personalisation, curation and search functionality. We will also trial making some BBC radio programme podcasts available for on-demand listening first on BBC Sounds.”
- “Our news podcast portfolio will focus on delivering more audience impact from fewer titles.”
- “Continue to support grassroots UK talent through schemes like the Sounds Audio Lab, and will trial showcasing a small number of distinctive third-party podcasts in BBC Sounds as well as experimenting with new audio content formats.”
- “As part of our commitment to supporting new talent, our inaugural Sounds Audio Lab participants will showcase their new podcasts on BBC Sounds.”
- “We will develop our podcast offer with new multilingual podcasts, including a new series of My Indian Life and an international podcast competition in Latin America.”
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