Howard Kosky, CEO of 4DC

In a special PRmoment podcast I talk to Howard Kosky, CEO of 4DC, the recently launched podcast consultancy.   In a wide-ranging conversation about podcasts, here is a summary of what Howard and I discussed:   Why the rise in podcast popularity is linked to the continued popularity of radio 0.50 minsWhether the rise of podcasting is linked to consumers getting screen fatigue 1.42 minsThe trend of narrowcasting 2.20 minsThat 11% of UK adults listen to a podcast each week, average hours listening is just over 3.5 hours each week 3.15 minsHow the use of podcast in the UK has increased from 3.2 million adults to 5.9 million adults a week according to Ofcom's figures 3.45 minsWhat does a podcast need to be successful? 5.55 minsWhat are the opportunities for brands within podcasting as a channel 7.44 minsWhy it’s important not to underestimate the amount of production required to launch a podcast 8.35 minsShould brands appear on their own podcasts, or partner on another podcast? 10.25 minsHoward gives an insight into the “in play” opportunities in the US podcast market 11.40 minsWhy brands must be brave and committed to successfully launch a podcast 12.10 minsWhy poorly produced podcasts can negatively affect your brand 13.25 minsWhat type of brands should and should not produce podcasts 14 minsHow 49% of under 35 years olds in the UK listen to podcasts 14.25 minsHow the ease of access to podcasts has been an important part of their growth 15.20 minsWhy promotion of a podcast is the critical element of podcast production 16.10 mins and 19.08 minsThe average listenership of podcasts in the UK is 3.5 hours a week, radio is at about 22 hours a week (UK adult average) 17.05 minsThe average dwell time on a podcast is over 20 mins 17.25 minsHow consumers are interacting with podcasts as a channel 18 minsHoward tells us about his favourite podcasts 21.04 minsWhy brands normally require a lifestyle content strategy, not a product content strategy, for podcasts 24.50 mins and 28.05 minsHow consumers search for podcasts 22.15 mins and 29.38 minsWhich brands should not produce a podcast 26.30 minsHow podcast charts influence a consumer’s choice of podcasts 30.35 minsWhy how many downloads a podcast has is often a false metric 32 mins How brands can grow their podcast listenership 33.20 minsWhy many of the best podcasts include comedy 33.40 minsHow far brands are able to push podcast content depending on their tone of voice 36.15 minsWhy the PR sector needs to be careful about how they produce podcasts 39 minsWhether brands can experiment with podcasting as a channel, or whether they need to go all in 41.40 mins