Howard Kosky discusses podcasts on The PRmoment podcast

In a special PRmoment podcast I talk to Howard Kosky, CEO of 4DC, the recently launched podcast consultancy.  

In a wide-ranging conversation about podcasts, here is a summary of what Howard and I discussed:

  • Why the rise in podcast popularity is linked to the continued popularity of radio 0.50 mins
  • Whether the rise of podcasting is linked to consumers getting screen fatigue 1.42 mins
  • The trend of narrowcasting 2.20 mins
  • That 11% of UK adults listen to a podcast each week, average hours listening is just over 3.5 hours each week 3.15 mins
  • How the use of podcast in the UK has increased from 3.2 million adults to 5.9 million adults a week according to Ofcom's figures 3.45 mins
  • What does a podcast need to be successful? 5.55 mins
  • What are the opportunities for brands within podcasting as a channel 7.44 mins
  • Why it’s important not to underestimate the amount of production required to launch a podcast 8.35 mins
  • Should brands appear on their own podcasts, or partner on another podcast? 10.25 mins
  • Howard gives an insight into the “in play” opportunities in the US podcast market 11.40 mins
  • Why brands must be brave and committed to successfully launch a podcast 12.10 mins
  • Why poorly produced podcasts can negatively affect your brand 13.25 mins
  • What type of brands should and should not produce podcasts 14 mins
  • How 49% of under 35 years olds in the UK listen to podcasts 14.25 mins
  • How the ease of access to podcasts has been an important part of their growth 15.20 mins
  • Why promotion of a podcast is the critical element of podcast production 16.10 mins and 19.08 mins
  • The average listenership of podcasts in the UK is 3.5 hours a week, radio is at about 22 hours a week (UK adult average) 17.05 mins
  • The average dwell time on a podcast is over 20 mins 17.25 mins
  • How consumers are interacting with podcasts as a channel 18 mins
  • Howard tells us about his favourite podcasts 21.04 mins
  • Why brands normally require a lifestyle content strategy, not a product content strategy, for podcasts 24.50 mins and 28.05 mins
  • How consumers search for podcasts 22.15 mins and 29.38 mins
  • Which brands should not produce a podcast 26.30 mins
  • How podcast charts influence a consumer’s choice of podcasts 30.35 mins
  • Why how many downloads a podcast has is often a false metric 32 mins
  • How brands can grow their podcast listenership 33.20 mins
  • Why many of the best podcasts include comedy 33.40 mins
  • How far brands are able to push podcast content depending on their tone of voice 36.15 mins
  • Why the PR sector needs to be careful about how they produce podcasts 39 mins
  • Whether brands can experiment with podcasting as a channel, or whether they need to go all in 41.40 mins

PR Moment Awards 2021 The challenges and opportunities for brands on facebook How to Maximise the Impact of Your Paid, Earned, Shared and Owned Media