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Audience Trends & Opportunity

Audience Trends & Opportunity. Audience opportunity study engaged core, fringe, and non-listeners. QUESTIONS Is there growth potential? Who could be part of our future audience? How do we grow the audience on all platforms while continuing to serve our core?

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Audience Trends & Opportunity

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  1. Audience Trends & Opportunity

  2. Audience opportunity study engaged core, fringe, and non-listeners • QUESTIONS • Is there growth potential? • Who could be part of our future audience? • How do we grow the audience on all platforms while continuing to serve our core? • What would attract diverse and younger news and information consumers?

  3. Study provides preliminary answers to key questions • Is there growth potential? • Yes! And it represents a sizeable opportunity to more than double existing audience. • Who is our best growth audience? • We have identified three categories of listeners, each with distinct news and information habits and needs.

  4. Three groups of likely public radio listeners, with unique motivations but similar potential Motivation: sense of obligation to be informed “It’s important to learn about and understand the world around me.” 39% weekly listeners to NPR Dutiful Aggregators Motivation: Leadership “I want to be informed so that I can share information with others.” 30% weekly listeners to NPR Team Leaders Motivation: Curiosity “I have a passion for learning and discovering.” 25% weekly listeners to NPR Voracious Voyagers

  5. Three groups – a deeper look Dutiful Aggregators(19% of sample) Team Captains(21% of Sample) Voracious Voyagers(21% of Sample) • 45% Age 18-34 • 40% non-white • Even political split • Avid media consumers • Shades of gray • Overwhelmed - much to know and do • 39% top news – local TV • “Education is important to me”; “I don’t believe in absolutes” • Opportunity: simplifying their chaotic media life • 45% age 45-64 • 37% non-white • 41% conservative • Optimistic, self-confident, enthusiastic • Strong opinions • 52% top news – local TV • “I believe there’s something out there that is bigger than all of us”; “Spending time with my family is important to me” • Opportunity: balance and headlines • 50% age 18-34 • 25% non-white • Liberal and science-minded • Prone to dive deep • Technology, culture • Public radio evangelists • 54% top news – web portal • “There are so many things I still have left to do in life” • Opportunity: love depth; increase listening occasions

  6. Preliminary answers to other key questions • How do we grow the audience, while continuing to serve our core? • Overcome awareness barrier: over half of non-listeners have only name recognition or are completely unfamiliar with NPR. • Increase brand, content, and physical accessibility. • Brand: Preserve the smart - ditch the stodgy or elite. • Content: Breaking and local news are cost of entry; energize the tone; range of perspectives and balance • Physical: Increase convenience –double down on efforts to reach out on all platforms. • What does it mean to serve diverse communities and younger listeners? • Younger and diverse targets in all three groups. Awareness and accessibility consistent issues. Hearing and seeing themselves in the programming is critical.

  7. Brand perception overlap between listeners & non-listeners Top Positive Perceptions of NPR Top Negative Perceptions of NPR

  8. Tune-in hurdles: urgency, awareness, tone NPR Tune-In Hurdles (% Major Reason) “ “NPR I feel is mostly foreducated adults from middle class and up. That is my impression.” -Male, age 25-34, Hispanic/Latino,Emerging Platform User ” “ “I think it [NPR] can be clever and quirky, and smart and insightful. But I don’t choose to listen to it because it’s too much talking for me.” -Female, age 35-44, White/Caucasian, Lookalike ” “If a robot were a radio it would be NPR.” -Male, age 35-44, White/Caucasian Lookalike “ ”

  9. Sharing & integrating findings into our work • Detailed findings to be shared across public radio community • At conferences: PRPD, ERPM, WSPR • Webinars: PRPD, DEI, PRNDI • Online: NPR Member Station site • Timing: September – November • NPR Work Integration • Senior leadership and editorial leadership • Internal and external work teams • Action plans across news, digital media, programming, communications and member & program services

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