Gustav Lützhøft (Head of Radio, DR, Denmark), came to Radiodays Europe Podcast Day talk about the Future for Podcasting at Danish Radio.
There are two tracks in Denmark for radio: flow and on-demand.
Gustav shared with the audience the five points to take away from Denmarks Radio with regard to podcasting; Digital only podcasts need to be created for a very targeted audience, under 40s are listening to podcasts and this is a way for a PSBs to engage with younger audiences.
DR has focused its podcast strategy, the learning has been that some genres work better in the podcast space for example News, Culture and Fiction as well as documentaries etc.
“Habits are equally big in the Podcast domain…listeners like to listen to podcasts in a habitual way”
Publishing in DR is done in a strategic way for example Monday is a documentary day or content goes out for the summer holiday. Also what time of day do podcasts go out? The daily doses is one podcast which is building habits in the podcast space.
The use of the linear radio stations is important to promoting podcasts as they have strong brands and by using these brands it’s made discovery of the podcast brands easier for the listener. It's also made it easier for audiences to understand what the podcasts are and will be about whether it’s a P3 or P1 podcast. This has cultivated the strength of linear brands in the station.
DR develops flow with podcasts, some of the flow radio is now popular as on-demand content. In development of flow content there is consideration of how this will become good on-demand content. DR is learning from the music industry and how the first 25 seconds of a song captures an audiences attention.
A fantastic overview from the Head of Radio in Denmark, well recieved by the audience.