News podcasts are increasingly popular as a way to stay informed, with many consumers seeking out a balance of short-form daily news updates and longer-form analytical discussion. They also play a key supplementary role in people’s news diets, adding depth and understanding of complex topics. Moreover, they’re a highly coveted medium for publishers to reach younger audiences.
As such, news podcasts come in a wide range of formats, suiting many different tastes. Short roundup podcasts such as Up First, which summarizes the day’s three biggest stories in six to fifteen minutes are ideal for those who want to save time but still stay up-to-date. Meanwhile, in-depth and informative shows such as The Daily from the New York Times and Genstart, launched by Danish public broadcaster DR during the coronavirus lockdowns, are attracting significant audience attention.
Other popular news podcasts include Crooked Media’s What a Day, which analyzes domestic and international politics with a signature comedic twist. The podcast offers no-holds-barred discussions led by former Obama aides Jon Favreau, Dan Pfeiffer, Jonathan Lovett and Tommy Victor.
In addition to forming strong host-listener relationships, news podcasts offer a unique opportunity for brands to engage with consumers in an authentic and trusted environment. However, the challenge is to create compelling and engaging content without introducing excessive advertising, as 21% of podcast listeners say that ads have caused them to stop listening.