After launching in February of this year SCA‘s audio destination LiSTNR has gone from strength to strength with a high volume of quality commissions.
The platform launched after three years of development and research into consumers’ evolving audio habits and needs, and consolidated all of SCA’s existing digital audio content plus new premium content.
More than six months into the launch, Jennifer Goggin, head of content at LiSTNR Original Podcasts spoke with Mediaweek about the platform’s commissioning strategy and what is in store for the future.
LiSTNR has been one of the most aggressive platforms in the market when it comes to commissioning original and exclusive content, but Goggin said that each thing that is commissioned has to be the right fit for the brand.
“There’s no shortage of good podcast ideas out there, or people who you want to create podcasts. For LiSTNR we have a really specific set of commissioning criteria for the content and for the hosts, and for what we will consider. We’ve built that and refined that over the last four years, and from all the lessons we’ve learned creating original podcasts. What we’ve learned recently about audience behaviour from the improved data and insights on the LiSTNR app has helped refine that. All our new podcasts need to pass those criteria, and it helps us to separate what’s a good idea to what’s a really good idea for LiSTNR.”
Goggin said that for each commission made by LiSTNR, there is a specific process involved in getting the green light.
“It comes into the commissioning panel to be assessed by some criteria and rules. Then there’s a discussion around that and what works. If it passes those rules, then it goes on to the next step and we look at developing the idea a bit more, and it moves on from there. There’s a fairly comprehensive pipeline of how things get developed and refined until they’re actually ready to launch.”
Goggin said that there is no set number of commissions planned at LiSTNR but that it is decided on a case by case basis, and also influenced by how many shows are renewed.
“We’re always on the search for the next premium podcasts we want to create or the host we want to work with. That means that we’re always in the market and we’re always developing a very long pipeline of ideas – they’re all in various stages of development. We don’t have a specific number but we’ll definitely continue to release new podcasts regularly. For us, the approach is always going to be quality over quantity.”
LiSTNR has created a huge slate of original content that includes The Jess Rowe Big Talk Show, Hamish & Andy’s Remembering Project, Turia Pitt is Hard Work and The Books that Changed My Life. Goggin said that these originals and exclusive programming are important when separating themselves from the market.
“It’s very important for any media brand at the moment to make sure that they have things that are unique to them. We’re really proud of the content that we make, and we really enjoy giving it a platform which helps to grow our user base and make sure that we’re bringing more people in to discover the great work that we do. That’s something that exclusives help us with.”
Goggin wouldn’t give too much away about the content direction of LiSTNR but she did give Mediaweek readers a preview of the direction that the platform is moving towards.
“Going forward, we’re taking a really good look at how we grow news and opinion podcasts as well as sport. We have an incredible stable of true crime podcasts in the works, it’ll be a bit of a different lens on true crime. We’re working with journalists, detectives, investigators, and amateurs sleuths. So a real mix of crime content, from murders to gangland crime, to money laundering to blue-collar crime. The other perspective is working on some really great music podcasts with hosts who are really passionate about music and sharing their knowledge of how music influences Australian culture or mimics it. So we’re really lucky to be in a position where we can put commercial music in our podcasts and on our app.”