Nova jumps on the podcast craze

Nova Entertainment is on its way to become the frontrunner in podcast production with the station signing a deal with podcast platform, Acast. AdNews reports, the deal means Nova will become “the exclusive sales house” for all inventory hosted on the platform. This coincides with Southern Cross Austereo’s imminent launch of their PodcastOne partnership, however Nova and Acast claim their combined inventory will make them the biggest podcast player in Australia.

Our take

Radio networks need to become more than just stations. With the increase in streaming and podcast downloads, marketers need to be aware and take into account consumer trends. With nearly 75% of under 40s listening to less than 5 hours of radio per week and being 35% more likely to download a radio podcast, radio stations need to become audio companies and create content that appeals to a total audience.
Source: Nielsen CMV 2017 S05 National Survey

Courtney Doddridge

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