Visibility Of Women’s Sport: What Athletes And Influencers Need To Know Before Launching A Podcast

131 percent in 2022. This was the year-on-year increase in UK average viewing time per person for women’s sport on TV (i.e. female specific events such as The Women’s Hundred not mixed sports such as the Olympics or Wimbledon) – see the Women’s Sport Trust report1 here for details.

The report recommends a focus, going forwards, on building visibility on all platforms not just TV.

One popular medium to have seen a boom in recent years is podcasts.

According to Demand Sage2, listeners of podcasts reached 424.2 million worldwide at the end of 2022. As such, the number of people choosing the listen to podcasts is growing rapidly.

An interesting article in the FT last week notes that whilst podcast revenue is growing, launch of new podcasts has dropped significantly between 2020 and 2022. The conclusion reached in the article was: “for podcasting to prove itself as a bigger part of the media industry, it will have to produce more blockbusters. Content is king”.3

We are sure we are not the only ones gripped by the various documentaries following sports stars including F1, tennis and football to name just a few. Perhaps the success of this kind of content can be replicated in a podcast format.

As 2023 unfolds, businesses or athletes themselves may consider harnessing podcasts as a tool to refresh marketing techniques, expand audiences and create more brand or personal brand engagement. In this article we highlight some key points to consider coming out of recent issues/decisions: