Young listeners drive growing podcast phenomenon
PODCASTS are becoming more popular as their famous hosts attract younger listeners, say experts.
A report by Ofcom, the broadcasting regulator, says almost six million adults in Britain are listening to the audio format every week, nearly doubling the number recorded five years ago.
The surge in listenership has been seen in all age groups but the highest growth was among young adults aged 15-24, with almost one in five listening to podcasts on a weekly basis.
The most popular podcast in the UK is That Peter Crouch Podcast, produced by the BBC, where the former England footballer provides a candid guide on how to play the professional game and the secret behaviour of its stars.
Also proving popular is Intrigue: The Ratline, which explores the story of an investigation into Otto von Wächter, a senior Austrian Nazi indicted for mass murder who escaped justice after the war. Stephen Fry, the actor, reads von Wächter’s correspondence.
Perhaps the most controversial podcast in the itunes Top 10 is The Joe Rogan Experience, hosted by an American comedian.
Mr Rogan has interviewed Alex Jones, the American conspiracy theorist, and persuaded Elon Musk, the technology entrepreneur, to smoke marijuana on air.
Some podcasts are made from radio output by established broadcasters, but television companies, newspapers and digital organisations are also investing in the format.
Half of podcast listeners are under 35, while only 29 per cent of traditional radio listeners are in that age group, according to Radio Joint Audience Research (RAJAR).
Audience figures are falling in traditional radio, with BBC Radio 1 losing 200,000 weekly listeners since May.
Chris Pavlo, a partner at The Podcast Company, which produces thousands of podcasts, said: “The recent boom in production has been driven by a number of things, including the rise of smartphone usage, as well as younger audiences seeking content that does not have to conform to the limits of traditional live TV and radio.”
An Ofcom report in August found that 36 per cent of listeners get access to podcasts using the BBC website and app, while 26 per cent use Youtube and 25 per cent use itunes.
Ian Macrae, director of market intelligence at Ofcom, said: “Podcasts are booming in the UK, and broadening people’s listening habits.”
A BBC spokesman added: “With more people listening to podcasts than ever before, they are one way we are reinventing BBC Radio and Music for digital listening.
“As the first broadcaster to podcast in the UK, we will continue to work with independent producers and the wider industry as the sector goes from strength to strength.”