Association Podcasts Reach Three Million Downloads

Earlier this year, Association podcasts passed the three million download mark. What started as a handful of shows has grown into a network of around a dozen active podcasts, releasing more than 20 episodes every month and generating close to 30,000 downloads in a typical month. Along the way we've built a catalogue of more than 1,500 episodes covering everything from tax, ethics and valuation to technology, leadership, personal financial planning and the wider accounting and finance profession. The reason we make podcasts is fairly simple. They help us reach professionals where they already are. Unlike articles, webinars or video, podcasts fit into moments when people are commuting, travelling, exercising, working or doing something else entirely. For listeners, that means access to useful ideas and practical insights without needing to sit in front of a screen. For the Association, it creates another way to support members, share expertise and stay connected with professionals throughout their careers.

A lot has changed since those early days. Shows have launched, evolved and occasionally reached the end of their natural run. Go Beyond Disruption became the Finance Leadership Podcast. Small Firm Philosophy evolved into Transforming: Tales of Business Evolution. The Forensic and Valuation Services Podcast became the FVS Valuation Podcast. Purpose in Action and Small Biz Brunch completed successful runs and remain available through podcast directories, while Next Stop: CPA later returned under a refreshed format. The network also received a major refresh in 2022, bringing updated artwork, branding and a more unified look across our shows. The audience has grown too.

Today, listeners tune in primarily from the United States, United Kingdom, South Africa and Canada, with audiences also spread across Europe, India and Asia. The network reaches listeners in more than 80 countries. Most listening happens on mobile devices through apps such as Apple Podcasts and Spotify. Around 55% of listeners are male and most are between the ages of 35 and 59. Across the network, a typical episode attracts between 1,400 and 1,800 downloads. In a typical month, listeners download around 12,000 hours of Association audio, which works out at the equivalent of roughly sixteen months of continuous listening.

More than just podcasts

Alongside the content itself, the network has become a useful way to support wider Association activities. Podcast episodes regularly promote conferences, events, products, services and strategic initiatives, while sponsorship opportunities help partners connect with highly engaged audiences. Whether it's a host-read message, a short audio promotion or a campaign running across multiple shows, podcasting has become another way to reach accounting, finance and business professionals who are already choosing to spend time with Association content.

Made by colleagues, supported by Multimedia

A significant part of the story is how the podcasts are made. Association podcasting is delivered entirely in-house. Shows are created by colleagues from teams across the organisation including Tax, Personal Financial Planning, Professional Ethics, Valuation Services, FM Magazine, Journal of Accountancy and many others. Multimedia supports every show, providing recording, editing, publishing, analytics and technical expertise.