As an Irish freelance podcast editor and producer, I was interested and happy to see some recent research suggesting that Ireland ranks amongst the highest podcast listening figures in the world. I think it proves now to be the perfect time to start Podcasting in Ireland, as the numbers will only grow further.

The Podcast research conducted by Statista (a renowned business data platform) showed over 40% of those surveyed in Ireland claimed to have listened to a podcast in the last 12 months. The figure of podcast listenership was second only to Sweden, which hit 47%.

These results confirm a hunch I’ve had for a while that Podcasts in Ireland are more popular than a lot of surveys lead on. It’s good to see some independent research done in the area. The only other research I have seen is that conducted by traditional media sales agencies, which for a long time have suggested that Podcasting has as low as 1.1% of the share of audio listening compared to radio's 87%

I'm open to being wrong, but as someone working in the media (mostly radio) industry day in day out for the last 15 years, I don't get the feeling radio is still the dominant force it once was. If I walk into a shop and hear a radio station do I count as a listener? Radio is much more of a passive listen than Podcasts, which is a very active and involved listen. Stats and surveys are open to interpretation.

I don't think Podcasts are killing radio, but they are taking some of the pie, and it's better for the whole media industry if we get a true sense of how the land lies, rather than pretending nothing has changed for 30 years, and that live radio is still the only show in town. Some of the best Irish Podcast content has come from traditional media networks embracing the platform. Take for Example The Nobody Zone Podcast from RTE, or any of the radio shows repurposed as Podcasts. However, these occurrences are still too rare for me, and traditional networks are yet to see the value of a true niche podcast.

A niche and loyal audience is becoming more valuable than a vast and indifferent audience.

Why has Ireland taken to Podcasts

I would compare the way Ireland has taken to Podcasting in a very similar way to why young people have taken to youtube. Podcasts' DIY and raw nature is a breath of fresh air compared to traditional media's often over-polished, overthought approach.

It's also an open shop. There are no rules and no limitations. A podcast will live and die by consumer choice. Podcasts are an antidote to radio and TV in this country which are heavily regulated and sometimes try to spoonfeed the consumer and tell them what they should like.

I always get people to keep that in mind when starting a podcast. Don't ever try and sound like the guy on TV or the girl on the radio because you think they are "the pros". That's fundamentally not what Irish listeners expect or want from a Podcast. They want the raw, natural, authentic, unscripted, average person to who they can relate.

I spent several years working in the animation industry, and someone once told me they believed Peppa Pig was such a massive hit because of its simplicity in look and style.

Kids felt it looked like something they draw themselves!

I think it's comparable to the growth of Podcasts and youtube content. It’s attainable, it gives people the feeling that they can do it as well.

Anyone with a fleeting interest in media or presenting now have a platform. Twenty years ago, your only hope was to get a break at a major network, and in Ireland, these are seen as closed shops or very difficult to catch a break with. Home studios weren’t a thing and equipment has never been as affordable.

Podcasts are a throwback to pirate radio, which was a phenomenon in Ireland during the 1980s. The audience loved the purity and DIY nature of pirate radio. Lots of people got involved for the love of it and got their chance on-air as a result.

To this day, many of Ireland's most talented broadcasters started on pirate radio. It was a very organic and pure way of developing talent. I think 20 years from now, many household names in media will have started on youtube or a Podcast.

It's a story that speaks to Ireland, and we love a story!! Ireland is a small nation so used to being the underdog and it’s in our DNA to throw ourselves into things and try to succeed against the odds. We also have an awful tendency to begrudge the successful and famous, especially if we think they haven't grafted to get there. The only way to succeed in Podcasting is to graft! 

A bit of audio balance

I take all research with a pinch of salt. For balance, it's fair to say that asking "have you listened to 1 podcast in the last 12 months?" is so broad a question that the outcome was bound to show high numbers. Does it indicate how many people are indulging in Podcasting regularly? not really, but the point here is that Ireland did show up second-highest on the survey, which confirms our nation loves Podcasts more than almost any other nation.

I have always gone on what I see/hear, and I constantly try to "read the room" when it comes to media consumption. My podcast work has skyrocketed over the last couple of years, and the number of Irish podcasters I am working with has never been higher.

When I started working on podcasts about six years ago, all the work was in the USA. Today most of my podcast partners are based in Ireland, and all have started in the last 2 years. I speak to a lot of people who are interested in Podcast courses or training, podcast equipment is flying off the shelves as people create home studios. There is currently an undeniable, massive interest in the area:

I also read the room with friends, family and colleagues, and Podcasts are often a topic of conversation regarding the latest media consumption. Whenever I interact with younger people, I make a point of asking them what media they are watching/listening to as I think it's a bit of a window into the future. Again, I get a sense that Podcasts, streaming and other on-demand media are preferential.

It's no secret that advertising budgets are moving away from traditional media and towards new media such as Podcasting, Youtube, Spotify, Apple and other streaming media. This trend has been happening for years. I think traditional media would prefer to ignore it rather than embrace it. By adopting it, they could benefit more from understanding the trending habits of consumers so they can adjust their content so that it appeals to the modern person more.

What's next for Podcasting in Ireland

There's a running joke in Ireland now that "everyone has a podcast", but in my opinion, it's only going to get bigger. Yes, it seems a pretty saturated market, but that says an awful lot about the demand. There wouldn't be so many podcasts if we didn't want them. 

The Podcast space will only advance, niches will become even more targetted, and choice will be more comprehensive. Famous people still dominate the podcast charts in Ireland, but I believe the trend will shift towards people becoming famous because of their Podcasts over the next few years.

"but there's no money in podcasting" is another phrase I hear time and time again in Ireland. Right now, I'd say there is little money in it, but I see it changing slowly, similarly to how it did with Youtube. The sooner you get in the game, the more chance you will benefit as the platform grows to its next stage.

How much money can you make from Podcasting in Ireland

Sponsorship In the past six months, 4 of my podcast partners have struck sponsorship deals. Most deals at the moment are independent and don't have a middle man. A Podcaster goes to a company and asks for sponsorship. The figures are modest enough but it suits the DIY nature of Podcasts very well. Things may become more systematised in the coming years as agencies start to see the potential. Those modest figures will get larger for the most popular Podcasts.

Micropayments & Podcasting 2.0 is something I am keeping a close eye on. In a nutshell, this is a system that allows a donation model similar to twitch or streamlabs. As people listen, they will be able to donate as much or as little as they want. A donation button is something that has worked well for many niche Irish content producers. Francis Higgins / Shlug is a great example. The comic can have as little as 1-2k viewers on a youtube live stream (a figure that would be considered worthless to traditional media networks), but his donations from viewers are non stop. Fans donate 2 or 3 euros at a time and it all adds up, he can make thousands in the space of a few hours, not a bad days work! And proof you don't need a TV-sized audience for something like this to work. Today, a loyal niche audience is more valuable than a vast indifferent audience. The stats of knowing when and how people donate is also going to be crucial to the progression of figuring out exactly what people want from a podcast and what they are willing to pay for.

Networking & Business Leads is currently the most common benefit my Podcast partners mention. Direct money doesn't have to be the bottom line here. Business owners and business builders are always telling me how they started Podcasting as a hobby and it subsequently benefited them hugely in making connections, developing leads for clients or sales and giving brand exposure across their niche.

As Ireland continues to soak up excellent Podcasting content and Irish Podcasters continue to develop an interest in making new Podcast content, it's safe to say that the industry will continue to grow and stay high on the list of countries that are in love with Podcasts. As such, now is the time to start a podcast in Ireland, and if you need help, contact me.

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