Nine is looking to grow new revenue streams with a podcasting strategy, built around leveraging many of its existing brands across news, sports and lifestyle, in the audio world.
Launched under the umbrella of 9Podcasts, Nine began with an initial rollout of three weekly brands: Sweet Spot, a relationship-based weekly podcast which started on the back of Married at First Sight, an NRL podcast – Six Tackles With Gus, hosted by Phil Gould and James Bracey, and a news and current affairs podcast, The Way It Is, hosted by journalists Leila McKinnon and Neil Breen.
“Our commercial goal has been to expand and leverage our content expertise into new areas for the business,” said Amanda Laing, managing director of Nine.
“We see the clear potential for Nine to provide our audiences with additional reasons and opportunities to engage with us for longer and in more meaningful ways. That has been at the heart of our podcasting strategy.
“9Podcasts will leverage our television and digital reach in news, sport and entertainment and develop a new revenue stream in audio.”
Helen McCabe, head of lifestyle for nine.com.au, said it was heartening to see the growth in the relationship podcast Sweet Spot, hosted by journalist Katharine Feeney, which has seen numbers for download increase each week on the back of the success of Nine’s hit show, Married at First Sight.