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FREQUENTLY ASKED QUESTIONS

What is a podcast?

Podcasts are the modern version of the radio; available on demand and wherever listeners are. Podcasts can be accessed with nothing more than a mobile phone and are typically listened to when cooking, exercising or working.

The ease of access has seen an explosion in podcast listening in recent years. In English speaking markets, podcasts are especially popular in Ireland, United States, Canada and the United Kingdom.

The most popular platforms to discover and listen to podcasts are Spotify and Apple Podcasts.

What is a podcast?

Podcasts are the modern version of the radio; available on demand and wherever listeners are. Podcasts can be accessed with nothing more than a mobile phone and are typically listened to when cooking, exercising or working. The ease of access has seen an explosion in podcast listening in recent years. In English speaking markets, podcasts are especially popular in Ireland, United States, Canada and the United Kingdom.

The most popular platforms to discover and listen to podcasts are Spotify and Apple Podcasts. 

What can podcasts do for my business?

Podcasts are a well recognised way to meaningfully engage with  your target audience and bring them value at a time and place that suits them. 

So long as you have a clear audience and measurable objective that includes influencing the UK and US wine trade, click below to book a call to learn more.

Who listens to podcasts?

Focusing in on the UK and US, in the UK 21% of people listened to a podcast in the last month. Under 35s consume half of all podcasts, despite making up around a third of the total adult population.

In the US, 37% of people listened to a podcast in the last month and 24% listened in the last week. Average time spent listening to podcasts per week is 6 hours 40 minutes. 

 The core appeal of podcasts is the ease of use, and the ability to listen while doing something else. But for younger users podcasts also provide more authentic voices and the control and choice they’ve become used to.

What is Interpreting Wine?

Interpreting Wine is one of the world’s premier drinks and hospitality podcasts. Previous guests include Masters of Wine, Master Sommeliers, winemakers and international chefs. 

Since January 2018, producer Lawrence Francis has adopted the twin approach of quantity and quality, establishing a growing premium content library and a loyal, engaged listener base.

Who is listening to Interpreting Wine?

In 2018, the channel received more than 105,000 listens in 89 countries; the top two countries being the United Kingdom and United States.

In 2019 the channel attracted more than 102,000 listens in 112 countries; the top two countries remained unchanged. As of the end of March 2020, listener numbers are 200% higher year on year.

Listeners include influential restaurateurs, chefs, bartenders, sommeliers, front of house, sales teams, importers and drinks writers, mainly drawn from the hospitality industry.

How many podcasts are there?

It is estimated there are currently 900,000 active podcasts. While this figure is up over 60% in less than two years, it is still much lower than the estimated 500 million blogs or 31 million YouTube channels.

In short, it is much easier to reach an engaged, affluent audience via podcast than any other channel. 

How do podcasts compare to other channels?

Podcasts enjoys several advantages over print publications:

  • Listeners receive episodes instantly on their preferred device and numbers can be tracked by location.
  • Episodes can last upwards of 30 minutes, giving more value to the listener.
  • Podcasting is an intimate format that listeners really engage with.
  • A high quality series can be recorded, edited and broadcast speedily.

 

Advantages of podcast series over trade tastings:

  • Infinitely scalable and can be shared hundreds, even thousands of times without an additional time or product cost.
  • Recordings can  be repurposed for offline training and presentations, and as source material for social media posts, tasting notes and sales presentations.

While you’re here watch my FREE Training:

REACH AND ENGAGE THE LONDON WINE TRADE WITH A SHUTDOWN PROOF SOLUTION