Blick podcasts – Blick Group audio formats

Blick podcasts – Blick Group audio formats

The Blick Group launched its first podcast format back in late 2017, making it the first private media group in Switzerland to back audio formats as a new platform. From explanatory podcasts to talk shows, we have already tested various formats and continue to develop new ideas and pop-up podcasts. The Blick Group is one of the largest private non-radio players in the Swiss podcast market.

Podcasts command users’ attention

While traditional radio programming is generally based on a fixed schedule and users consume the content more or less passively, podcasts work differently. Users have to proactively select the content – in other words, with podcasts, it is a specific interest in certain topics or contributions that leads to use.

Source: SRF audio study 2019, sample: respondents who listen to podcasts weekly (n=124)

Podcast usage in German-speaking Switzerland

  • Approximately a quarter of the population of German-speaking Switzerland listens to podcasts at least once a month
  • 12% of the German-speaking population of Switzerland are weekly podcast listeners
  • In the younger target group, every fifth person listens to podcasts weekly
  • Usage in the younger target groups is twice as high as in the over-45 age category

Source: SRF audio study 2019, sample: all respondents (n=1,002)

Podcast providers

  • The podcast platform market is dominated by two providers: Spotify & Apple
    In particular, the music streaming provider Spotify, which is especially popular among younger podcast listeners, has recently increased its focus on podcasts
  • Older people in German-speaking Switzerland, on the other hand, tend to rely on direct access via the websites of providers such as SRF, Blick or NZZ
  • Other platforms, such as Deezer and Google Podcasts, have so far been unable to make much impact in German-speaking Switzerland

Reasons for podcast usage

The most significant motives for use are: interest in specific topics, information, entertainment, the ability to listen when and where you like, switching off/relaxation and education.

 93% of podcast listeners accept advertising if it means the service remains free**

75.2% consciously listen to advertising in podcasts, rather than fast-forwarding through it**

More than 30% of podcast listeners have taken action based on podcast advertising**

 **Source: Podstars podcast survey 2018, sample: all respondents (n=1,002)

Our podcasts

Find out more about our current formats. We are happy to discuss the individual advertising options for our podcasts.

Your Contacts
Michael
Rohner
Head of Blick Sales
Brand Sales Blick
Ringier Advertising
Flurstrasse 55
Post Office Box
8021 Zurich
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