World radio day: the keys to podcast success
Posted: Wed Dec 04, 2024 5:15 am
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On the occasion of World Radio Day , which we celebrate every February 13, we review the history of radio and its most recent evolution, the podcast . The so-called “internet radio” has become a leading content format in recent years. As entertainment, a source of information or a tool within online marketing, podcasting has marked a before and after.
START OF THE RADIO
In 1873, Clerk Maxwell formulated the Theory of Electromagnetic Waves. A few years later, in 1887, Heinrich R. Hertz put Maxwell's theory into practice and managed to create the first device that , through an electric circuit, produced electromagnetic waves and could also act as a receiver for them .
In 1893, Nikola Tesla devised the components that, a little later, Guglielmo Marconi would achieve in 1899 the first radio transmission , although in 1901 the distance would be extended to cross the Atlantic. During the following years, the entire radio network was created and developed at a dizzying pace, thus reaching the decade of the 20s, moment in which the first regular transmissions of entertainment programs, including fiction and music, began.
And in Spain?
In 1908, the Royal Decree of January 24 was published, designating the State as the owner of the regulatory monopoly of the national Radiotelegraph service. The first broadcast was made by australia business email list Matías Balsera, founder of what would be the first Madrid Association of radio amateurs. In 1912, the first radio broadcast was made ; it was an opera and was broadcast from the Teatro Real in Madrid.
During the 1920s, radio in Spain, as in other European countries (fundamental during World War I) and in the United States, became part of every family, becoming the main source of entertainment and information to which the population could have access.
RADIO TODAY
It has been a means of communication that has managed to survive the test of time and is presumably one of those that has best adapted to the different technological revolutions of the 20th and 21st centuries.
According to the latest data from the 2019 EGM of the Association for Media Research, Spaniards consume an average of 97.3 minutes a day . These data, however, still do not record 100% of the audience. According to this same study from 2019, only 7.2% of the audience consumed some type of radio program (or podcast) through the internet , when the estimate made by other studies places Spain as the fifth country in the world that consumes the most this type of content. In fact, international studies estimate that nearly 40% of the Spanish population consumes podcasts .
IS PODCAST THE SAME AS RADIO?
The answer would be no, but there are so many nuances that a yes would also be correct. To understand it we would have to start with the definition of podcast , and we understand this as the distribution of a multimedia (audio) file over the Internet.
While it is true that it is common for radio programs , in addition to doing the traditional broadcast, to decide to upload it to the Internet so that their target audience can access the content after said broadcast at the time and device they want.
WHY IS PODCASTING SUCCESSFUL?
The audience has changed a lot; in fact, it has evolved very quickly . One of the most characteristic features of this new audience is that it demands on-demand content, that is, being able to select what type of content it wants to consume and when to do so.
Another peculiarity is that users prefer to listen rather than read for various reasons, but the most important one that characterizes today's society is speed and lack of time; people want to make the most of it and be able to do different things at the same time.
But the real success comes directly from the specialization of the content and the great diversity that exists. This is not surprising; it is estimated that there are currently 700,000 different podcasts , with all kinds of topics, managing to meet the objective of a fixed and quality audience.
GROWTH OF PODCASTING PLATFORMS
With such an encouraging growth projection, it was to be expected that many platforms have decided to join the podcast network. Without going any further, the commitment and competition of the main existing platforms (Ivoox, Anchor, Apple Connect, Google Play and Spotify) is such that they have opted to develop the entire network necessary to be able to meet the demand and take full advantage of the business opportunity.
The goal is to attract your audience and therefore potential sponsors who want to appear on these types of programs in order to reach as many target customers as possible.
On the occasion of World Radio Day , which we celebrate every February 13, we review the history of radio and its most recent evolution, the podcast . The so-called “internet radio” has become a leading content format in recent years. As entertainment, a source of information or a tool within online marketing, podcasting has marked a before and after.
START OF THE RADIO
In 1873, Clerk Maxwell formulated the Theory of Electromagnetic Waves. A few years later, in 1887, Heinrich R. Hertz put Maxwell's theory into practice and managed to create the first device that , through an electric circuit, produced electromagnetic waves and could also act as a receiver for them .
In 1893, Nikola Tesla devised the components that, a little later, Guglielmo Marconi would achieve in 1899 the first radio transmission , although in 1901 the distance would be extended to cross the Atlantic. During the following years, the entire radio network was created and developed at a dizzying pace, thus reaching the decade of the 20s, moment in which the first regular transmissions of entertainment programs, including fiction and music, began.
And in Spain?
In 1908, the Royal Decree of January 24 was published, designating the State as the owner of the regulatory monopoly of the national Radiotelegraph service. The first broadcast was made by australia business email list Matías Balsera, founder of what would be the first Madrid Association of radio amateurs. In 1912, the first radio broadcast was made ; it was an opera and was broadcast from the Teatro Real in Madrid.
During the 1920s, radio in Spain, as in other European countries (fundamental during World War I) and in the United States, became part of every family, becoming the main source of entertainment and information to which the population could have access.
RADIO TODAY
It has been a means of communication that has managed to survive the test of time and is presumably one of those that has best adapted to the different technological revolutions of the 20th and 21st centuries.
According to the latest data from the 2019 EGM of the Association for Media Research, Spaniards consume an average of 97.3 minutes a day . These data, however, still do not record 100% of the audience. According to this same study from 2019, only 7.2% of the audience consumed some type of radio program (or podcast) through the internet , when the estimate made by other studies places Spain as the fifth country in the world that consumes the most this type of content. In fact, international studies estimate that nearly 40% of the Spanish population consumes podcasts .
IS PODCAST THE SAME AS RADIO?
The answer would be no, but there are so many nuances that a yes would also be correct. To understand it we would have to start with the definition of podcast , and we understand this as the distribution of a multimedia (audio) file over the Internet.
While it is true that it is common for radio programs , in addition to doing the traditional broadcast, to decide to upload it to the Internet so that their target audience can access the content after said broadcast at the time and device they want.
WHY IS PODCASTING SUCCESSFUL?
The audience has changed a lot; in fact, it has evolved very quickly . One of the most characteristic features of this new audience is that it demands on-demand content, that is, being able to select what type of content it wants to consume and when to do so.
Another peculiarity is that users prefer to listen rather than read for various reasons, but the most important one that characterizes today's society is speed and lack of time; people want to make the most of it and be able to do different things at the same time.
But the real success comes directly from the specialization of the content and the great diversity that exists. This is not surprising; it is estimated that there are currently 700,000 different podcasts , with all kinds of topics, managing to meet the objective of a fixed and quality audience.
GROWTH OF PODCASTING PLATFORMS
With such an encouraging growth projection, it was to be expected that many platforms have decided to join the podcast network. Without going any further, the commitment and competition of the main existing platforms (Ivoox, Anchor, Apple Connect, Google Play and Spotify) is such that they have opted to develop the entire network necessary to be able to meet the demand and take full advantage of the business opportunity.
The goal is to attract your audience and therefore potential sponsors who want to appear on these types of programs in order to reach as many target customers as possible.