There are many ways podcasts are being used today. Some podcasters are trying to make a living, businesses use them to promote other in-house products, print publications might use them to try to increase subscription based products. The Guardian is doing all of that.
The Guardian has 10 active podcasts. As Digiday points out The Guardian’s recently launched daily news podcast “Today In Focus” is the anchor of group, with a quarter of all listens. The Guardian also runs geo-targeted ads using Acast, as well as sponsorship ads for specific podcasts and advertisers like Bose.
The Guardian’s daily news podcast has 8 people working on it. It runs 25 minutes every day.