Podcasting is finally reaching maturity to the point where even IAB is holding an upfront for the industry each year. Bravo and Oxygen launched podcasts in 2016 and 2017 that recently reached a combined 1 million downloads.
The Daily Dish,” enhances Bravo’s cross-platform content, bringing all things Bravo from fans’ screens to their earbuds, breaking down the most-buzzed about moments of the network’s shows from the previous night.”
Martinis & Murder, building on Oxygen’s pivot to a crime destination, features an in-depth look at a particular murder or murderer.
Found Remote interviewed Lisa Hsia, EVP of Bravo and Oxygen Digital Media about the rise in the importance of podcasts for the networks.
Found Remote: Why is Podcasting important to Bravo and Oxygen?
Lisa Hsia: We’re constantly looking for fresh ways to adapt our storytelling capabilities and connect with both existing and new audiences. Podcasting has allowed us to do just that, deepening conversations with audiences even when they’re not watching their favorite shows. It’s a great opportunity to reach new, casual users who may not be familiar with our programming. For instance, there is a big audience for crime and true crime podcasts, so “Martinis and Murder” is a great way to introduce that audience to Oxygen as a crime brand. We really believe the podcasting space is still an open playing field that’s expected to grow exponentially, and we’re looking forward to evolving our content through this powerful medium.
FR: As a TV company how does Podcasting help achieve your content goals?
LH: Whether fans are watching our TV shows or interacting with our online content, the goal across both networks is to provide limitless entertainment for our audiences. Podcasting is a natural extension of this goal, allowing us to leverage the brands’ ability to create original, crave-worthy content and increasing its accessibility.
FR: What are the most successful podcasts?
LH: In late 2016, we launched Bravo Media’s The Daily Dish Podcast, followed by Oxygen Media’s Martinis & Murder in early 2017. The Daily Dish was recently named the winner of PR Daily’s 2017 Digital PR & Social Media Awards podcast category, and Martinis & Murder has been crucial to Oxygen’s rebrand as a crime network. Today, the series have collectively garnered over 1 million episode downloads, a milestone that solidifies the value of both podcasts as new storytelling platforms for the networks. Prior to hitting the 1 million episode downloads mark, Bravo’s The Daily Dish had its best month ever this past July with 95,624 total plays, +14.5% over June and it is currently one of the Top 5 in TV and Entertainment on iTunes. Oxygen’s Martinis and Murder also had its best month ever this past July with 131,964 total plays, +29.7% over June. Martinis & Murder is also Top 5 in News & Politics on iTunes.
FR: What enabled you to reach this milestone?
LH: The Daily Dish listeners have really responded to how we’ve been able to bring all things Bravo from their screens to their earbuds, breaking down the most buzzed-about moments of the network’s shows from the previous night and giving them access to Bravolebrities like never before. With Martinis & Murder, the explosive interest in the true crime genre and ability for listeners to access information on unsolved mysteries, little-known facts about famous cases, leading criminal experts, wild theories and more has given a new outlet for content our listeners crave.
FR: Anything else?
LH: Bravo and Oxygen’s push into the podcast space comes on the heels of another successful quarter for both networks. Bravo Digital is currently a top 5 fastest-growing cable entertainment TV site among P25-54 and also garnered its best quarter ever for visits (+45% year over year), unique visitors (+33%), and TVE full episode starts (+92%). Oxygen Digital is the second fastest growing cable entertainment TV site among P18-49 and P25-54.