Branded Podcast Production in Spain: Analysis of the native offer on digital audio platforms in 2022
DOI:
https://doi.org/10.12795/Ambitos.2023.i62.03Keywords:
podcast, branded podcast, advertising, Spanish podcast, audioAbstract
The podcast has consolidated its position as an effective medium for brands to connect with their audiences thanks to its niche nature, the creativity freedom of the format, individual, immersive, and selective listening, and accessible production costs. As a business model the branded podcast opens wide possibilities for creators and distributors of an industry whose indicators show a sustained increase in production and consumption. The aim of this paper is to study the original branded podcasts published in 2022 on the most important digital audio platforms in Spain: Audible, Amazon Music, iVoox, Cuonda, Podium Podcast, Podimo, Sonora and Spotify. On a total sample of 263 titles, 38 were identified as belonging to this variant through a mixed quantitative and qualitative documentary methodology whose objectives are: a) to study their relevance and prominence in every platform; b) to categorize the themes, genres and sectors of activity that spend on these productions; and c) to recognize their promotional strategies in other digital channels (RRSS, web and video). The results reveal that the branded podcast is a still a minor source of financing compared to advertising and subscriptions: 14 % of the premieres are in this format, which is widely used by the publishing sector and, to a lesser extent, by finance, automotive and household brands.
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