Exploration and Development

Challenge

Exploring how people engage with a leading publication’s audio journalism and paid audio content to guide potential paid subscription opportunities for its audio app.

Our client needed to crack the code on people’s experiences and attitudes about paying for podcasts so it could make its offering worthy of being paid for. They developed a few different scenarios for what they might do and we used that to drive the discussion of what could work… and what would be a harder sell.

Approach

We conducted dynamic, in-person discussions among people with a range of engagement with paid audio content. We started by talking about their experiences with paid subscriptions in general to get the broader context for this behavior. Next, we focused on the role of podcasts in their lives and when they’re worth paying for and not. Then, we explored a range of ideas for how our client could roll out a payment model, understanding what worked, didn’t work, and of course…the whys behind it all.   

Impact

Armed with a deep understanding of what people find valuable, we provided our client with guidelines and guardrails for how to optimize their subscription program in a way that would drive retention and growth in the short term, and in the long run + retain the good vibes people felt about the brand.