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Lessons learned: Creating and delivering a digital listening experience.
Zach Brand @zbrand Vice President Digital NPR
Est. 1970
35M weekly broadcast audience
70M monthly digital MAU
80M monthly podcast downloads
X 17
X 975
Digital radio use is increasing rapidly
NPR.ORG | PHONE | TABLET | IN-DASH | IN-HOME
Android iPhone
Today…
Tomorrow…
Music
On-demand &
Time-shifting
13
On-demand
Personal
Personalizat ion
15
Because you
purchased
this…
You might also like these
Social & Discovery
16
Social & Discovery
Local
17
Local
Content Experiences
14 Total Listening Hours for 239 streams, 6am-12am Mon-Sun, Triton
After slowly rising, public radio stream listening now going down.
0
5.000.000
10.000.000
15.000.000
20.000.000
25.000.000
30.000.000
35.000.000
40.000.000
45.000.000
50.000.000
2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
Fewer people are streaming, and even though existing listeners are streaming more often, they’re doing so for shorter sessions
Audience Strategy
MILLINIALS FREQUENTLY DISCOVER NPR VIA A
TRUSTED INFLUENCER:
• AT COLLEGE
• A ROOMMATE OR A PARTNER
• PEERS AT WORK
• A RELATIVES CAR
Digital IS an Audience Strategy
Potential Areas of Investment
Services Products / Platforms Digital Content
Potential Areas of Investment
Services Products / Platforms Digital Content
Potential Areas of Investment
Services Products / Platforms Digital Content
dev.npr.org
APPLE NEWS
Potential Areas of Investment
Services Products / Platforms Digital Content
The Clock
Newscast
Local Newscast
Lead
Core
Break
Local Story
Break
Invest
etc…
Lead
Break
Core
Invest
Stories Collections Flow Listener
Personalization
Personalization
Promo
It is all about the data.
@zbrand [email protected]
