NPR continues to capitalise on radio foundations in the podcast market

Broadcast radio has a clear opportunity to further expand its traditional offerings in digital audio. By utilising its expertise in programming and content creation, radio can bring both its established audio audiences and reach a new generation of listeners through podcasts. 

Since NPR launched its podcast directory in 2005, it has become one of the key players in the digital-audio market. In addition to creating its own app, NPR podcasts are available on all major audience platforms, highlighting the value of growing the format as whole, rather than focusing on where the listeners come from. NPR now offers subscription channels on Apple Podcasts for some of its most popular shows, including Planet Money and Fresh Air, which creates a direct revenue stream from the podcasts. Moreover, by offering live radio in its app, in addition to podcasts, NPR can better transition its older radio audience to a new audio format. 

NPR continues to expand its podcast content to new audiences through various partnerships. Most recently, NPR is partnering with YouTube to bring its popular shows to its base of over two billion monthly logged-in users. This provides NPR with a unique opportunity to capitalise on the continued growth of video podcasts and expand its listener base to a younger demographic. While only 21% of 16-19-year-olds listen to podcasts, 73% of this age group use YouTube every week, making YouTube an essential platform for NPR’s content. NPR is also partnering with Futuro Studios to create a dual-language podcast in anticipation of the FIFA World Cup, called TheLastCup. This brings NPR’s brand to a large, diverse football fanbase, and it highlights the opportunity in developing non-English podcasts.