RTL Audioplayer

Christian Schalt, Chief Digital Content Officer, RTL Radio, Germany discussed Audio Now, RTL’s new platform for on-demand content.

Christian Schalt, Chief Digital Content Officer, RTL Radio, Germany discussed Audio Now, RTL’s new platform for on-demand content. He said that there’s space in Germany for a platform such as this, as no one company has taken over…yet. And that it helps them to keep the relationship between radio and podcasting strong. 

RTL realised that they were giving away their content with no cashback, other than reach, while they promoted the platforms on air. And they were given almost no access to data on it. They felt too dependent on other companies and their policies. 

Audio Now has been available for 3 months and is a free audio platform for Germany – looking at targeting a broader audience than mainstream radio stations. They create original content as well as curated content for the platform. And they work with other publishers in Germany, who add their content to Audio Now too. 

They have 50/50 listening across Apple and Android phones, although 90% is on a phone as opposed to tablets. Listening to podcasts is split almost exactly 50/50 male/female. And they now know that the majority of the platform usage is in metropolitan areas such as Berlin. 

Christian talked about insight into peak times; he said that Thursday/Friday are the optimum launch days for podcasts. He saw relatively stable listening across the day, from 7 in the morning onwards. And he discussed popular topics: true crime, knowledge and lifestyle topping the list.