Podcasts and radio How radio can play by its own rules
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Radio set the stage for music streaming and podcasts, only to watch them take portions of its audience. However, there is a clear opportunity for radio companies to assert themselves in the podcast market, drawing on decades of programming expertise to retain audiences and find new ones. It will not be easy, as radio companies will need to embrace streaming and an open podcasting ecosystem. But, if done right, radio companies can become key players in the growing podcast market.
Companies and brands mentioned in this report: Alex Cooper, Amazon Amp, Apple Podcasts, Audible, BBC, BBC Radio BBC Radio BBC Sounds, Clubhouse, Drake, Global Radio, HBO Max, iHeart, Joe Rogan, KBS World, Meghan Trainer, NPR, Omar Apollo, Radio France, SiriusXM, Spotify, Spotify Live, Sveriges Radio, TikTok, Twitter Spaces, WBEZ, and YouTube