BBC World Service: Podcasting in local language – a truly global study of the podcast audience

Radio broadcaster, BBC World Service, commissioned global surveys to size the market for podcast across all platforms, including YouTube, settle the debate around the potential of podcasts and develop an investment strategy.


This research was the first truly global study into the global podcast audience, sizing the weekly audience across all digital platforms, in English, and languages other than English, and including hard to reach African and Asian markets. The study informed the BBC World Service's new podcast investment strategy in local language, and led to a rethink of its English language podcast strategy, which had historically targeted the United States.


Podcasts have been hailed as the 'next big thing' by many in the media industry for quite some time. One of the world's oldest radio broadcasters, the BBC saw...

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