This is an AI-generated extract from a blog article from Audiotiq's website that analyzed an in-depth study titled “Perspektiven 2035+,” done by the association of Swiss Private Radios. It examines the long-term development potential for radio and audio, especially in terms of distribution. Long story short, DAB is purely transitional and poised to disappear, and Radio/Audio distribution is heading towards a fully IP-streaming future. Here are the main implications for radio stations:

The current digital transformation of radio has implications across many blocks of the value chain. Here are – in our view at Audiotiq – the 5 main challenges for publishers. Some are easier to address than others.

1- A Comprehensive Multi-Platform Strategy

Broadcasters must embrace the digital transformation by investing in IP streaming to reach audiences where they are most active—on their smartphones, not their radio receivers. Investing in IP streaming means developing user-friendly apps and platforms to make accessing content easier and more engaging.

This is a massive undertaking as one’s mobile app is compared to the best-in-class UX (User eXperience) and UI (User Interface) such as Spotify, Tinder, Amazon, the neo-banks, Strava, etc.

Practically, audio publishers need to work on a multi-platform distribution strategy:

• Be available on their own properties (mobile apps, websites)
• Collaborate with tech platforms like Spotify, Apple, and Amazon (Alexa) to broaden reach and win new listeners, ultimately attracting those news listeners to their properties.

2- An updated Content Strategy

Audio publishers should also diversify their content offerings. There should be no more one-size-fits-all, which benefits mainstream content. Publishers should expand into non-linear audio formats and on-demand streaming and create diverse, high-quality content that appeals to younger demographics and niche audiences. IP streaming enables personalization at scale, and users expect content to adapt to their preferences.

3- A Mandatory Data Strategy

IP streaming is a two-way communication (compared to one-way broadcasting). That enables a massive leap in data and analytics. Audio publishers should leverage data to understand audience behavior and preferences better. Data must also be used to personalize content recommendations….and ad targeting. Average CPMs are higher on streaming platforms where advertisers can target their audience than on classical radios.

4- A Revised Business Model

Again, IP streaming enables personalization at scale. Targeted advertising is a must. Today’s technology allows great targeting across several dimensions but remains underutilized. How often have you heard an ad on a podcast that wasn’t relevant to you? It could be in the wrong language, the wrong location, or non-pertinent ads. Exploring new revenue streams like subscription services or content bundles could also yield significant returns.

5- Prepare for further Technological Evolutions

Staying informed about emerging technologies is paramount. As Generative AI has just proved, this is not over yet.

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This episode introduces a method of segmenting a podcast's audience to help publishers decide how to allocate resources for audience growth. This is an AI-generated article based on Audiotiq's blog article: https://audiotiq.com/en/podcast-promotion-strategy-audience-segmentation/

The method divides the potential audience into four segments based on familiarity with podcasts and interest in the podcast's topic, using a 2x2 matrix.

Segment #1: The Death Valley. This segment represents people who are unfamiliar with podcasts and have no interest in the topic of your podcast content. The article refers to this segment as “The Death Valley” because it will be extremely difficult to convert these individuals into listeners. The source strongly recommends not focusing your resources on this segment.

Segment #2: The Ghosts. This segment represents people familiar with podcasts but not interested in your content's topic.

The article refers to this as “The Ghosts” segment because you may see evidence of these people in your data, but it will be extremely difficult to attract them. For example, a podcast listener who does not like long-distance running will probably never listen to a podcast about marathons, no matter how good. You should not rely on this segment for immediate impact, but their interests may change over time, especially with the help of promotion through other mediums.

Segment #3: The Late Adopters. This segment represents individuals who are interested in your content but are not yet familiar with podcasts.

This segment has a lot of potential but requires more effort to convert into listeners. Since you cannot reach them directly through podcasting platforms, you should promote your podcast off-platform. Some suggestions for reaching this segment include Social media platforms like Instagram, TikTok, YouTube Shorts, X, and LinkedIn or assets you already own (for example, if you work for a radio station or newspaper, promote your podcast through these channels). The article also suggests creating educational content to teach this segment about podcasts and how to access them.

Segment #4: The Sweet Spot. This segment represents people who are both familiar with podcasts and interested in your content.

This is your target audience and should be your top marketing priority. The article recommends a two-pronged approach to reach this segment: on-platform and off-platform promotion. On-platform promotion involves using the features and tools of podcast platforms like Spotify and Apple Podcasts to reach listeners. This includes podcast visibility optimization (PVO), which uses strategic keywords to ensure your podcast ranks highly in search results on the platforms. Cross-promotion: promoting your podcast on other podcasts, either your own or others in a similar niche.

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Spotify Recommender is a powerful tool that uses a combination of user data and content analysis to provide personalized podcast recommendations to users.

This system helps boost the visibility and discoverability of podcasts on Spotify. The episode explains how Spotify Recommender works, compares it to Google Discover, and provides practical tips for podcast publishers to leverage the system to increase their audience reach. It also discusses how to track the performance of podcasts within the Recommender system using Spotify for Podcasters.

Extract from the Audiotiq's (www.audiotiq.com) blog on the topic: https://audiotiq.com/en/boost-your-podcast-visibility-with-spotify-recommender/

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