The UK's largest commercial radio group is stepping up its subscription push. On 26 October, Global announced the addition of six new podcast brands to its paid Plus service, available through its Global Player app and on YouTube. According to La Lettre Pro, the plans are priced between £2.99 and £4.99 a month. It is a development worth watching for anyone hoping to get their most loyal listeners to fund their audio programmes.
Six shows and a club approach
The newcomers are James O'Brien, My Therapist Ghosted Me, The Crime Agents, The Sports Agents, The Wittering Whitehalls and Vogue & Amber. They join the two existing offers, Nick Abbot – The Whole Show and the Formula 1 podcast Up To Speed.
What subscribers get varies by show. The James O'Brien subscription, for example, offers ad-free access to Full Disclosure, James O'Brien Daily, The Whole Show and Mystery Hour, adds two new series, Ask James Anything and James Reacts, plus two exclusive newsletters a month. For The Crime Agents, the Plus version promises a monthly investigation into a major criminal case, starting with the Lucy Letby case.
Craig Hunter, Managing Director of Global Studios, likens the subscriptions to a members' club, with Q&As, extra analysis and behind-the-scenes content designed to strengthen the bond between presenters and audiences. Simon Pitts, the group's CEO, says he wants to give listeners more choice and that more of Global's top podcasts will join the offer soon.
After ad-free radio, premium podcasts
The move is part of a wider strategy. In September, Global launched Radio Plus, which replaces ad breaks with music across its radio brands. The group is building a hybrid model: free listening funded by advertising, plus a paid layer for those who want to remove the ads or get more.
What it means for online radio stations
For an independent online station, Global's example shows that subscriptions are not only about removing ads. What is really being sold is closeness and extra content. A few practical ideas follow:
- Identify the shows that build loyalty: a flagship programme, a presenter or a strong theme can justify a dedicated offer rather than an all-in subscription.
- Extend the on-air experience: long versions, bonus material, uninterrupted replays or Q&A sessions cost little to produce when the show already exists.
- Be where the audience listens: Global distributes its offers both in its own app and on YouTube, proof that a single channel is no longer enough.
- Keep the price modest: a range of a few pounds a month shows the aim is to sign up as many fans as possible, not a niche.
A model to scale to your size
A small online station does not have the technical resources of a major group, but podcast and crowdfunding platforms now offer private feeds and member areas that are easy to set up. The key is to start with a clear offer, built around the show listeners are already asking for, and to expand if demand follows.
Source: RadioToday