Podcasts and TV are in love

Loved the TV show? Listen to the podcast. Loved the podcast? Now watch the TV show. Podcasts and TV are inextricably linked, as backed up by the latest research from Hub Entertainment Research, which looked at how audio and visual media interact. The main findings are that:

Half of podcast listeners would be more interested in a new TV series/movie if based on a podcast they listen to.

Half of podcast listeners also say they have discovered a new TV series/movie via a podcast.

9 in 10 listeners of podcasts associated with a current TV series say it helps maintain their interest between seasons

Companion podcasts have always been huge in the US, but there are relatively few official podcasts launched alongside new TV shows in the UK which has always surprised me a little. US shows have so many episodes and such large marketing budgets attached to them that a podcast is a logical part of that plan, whereas it’s hard to get that kind of money away alongside a four part drama over here. But adding content while the viewer is still thinking through a show is a creative and logical way to capture the passion they have for the series.

In the other direction, there have of course been a few successes – The Chris and Rosie Ramsey Show went straight from podcast to BBC One on Friday nights – and Global’s Filthy Ritual has just had its rights bought up by ITV studios. Transferring to TV is a major motivation for many production companies to create long form storytelling.

More than anything, audio and podcasting are no longer separate media to visual shows. They’re two sides of the same content coin. The integration of podcasting into Youtube, and the growing assumption that podcast production involves video clips are testament to this. A great story is a great story, and if you can hold people’s attention with it on screen, you can sure as hell back that up with wonderful creative content in their headphones. And vice versa


Related News

  • The Newest, Sweetest Podcast Audience Benchmarks

    EDITORIAL

    The Newest, Sweetest Podcast Audience Benchmarks

    It’s been two weeks since the last newsletter and goodness gracious me a lot has happened since then. We celebrated Easter, there was the 20th birthday of YouTube, Swindon Town lost 1-0 to Bromley, and Fresh Air’s six female staff went into space for 11 minutes because we thought it would be good publicity. The…

  • Podcast Advertising Take-Outs and Golfing Tips

    EDITORIAL

    Podcast Advertising Take-Outs and Golfing Tips

    Last week, I went onto ChatGPT and created one of those action figure things of Richard – Director of Pressing Send on the Email – and Annie – Fresh Air’s Head of Snacks, Chat & Gambling. At the time, I thought it was an amusing and reasonably original thing to do. I now realise that…

  • The Podcast oscars and singing garden tools

    EDITORIAL

    The Podcast oscars and singing garden tools

    As you may already know, this newsletter is written by me, then checked by Michaela – Director of Content and Head of Loud Nose Blows – for spelling, grammar, narrative consistency, any jokes that go above PG13, any content that might inadvertently upset someone or lose us work, and any use of banned icky words…