Turning Audio into Value for Publishers

From podcasts to voice clips and AI-powered summaries, audio is a fast, flexible format that’s perfectly suited to how audiences consume content today - especially on mobile. It can support news updates, extend long-form journalism, offer new entry points for discovery, and boost engagement on the go. Yet for many publishers, it remains underutilised - or worse, outsourced entirely to third-party platforms.

That’s a missed opportunity.

Audio is embedded in everyday behaviour - from smart speakers and voice notes to podcasts on the commute. Publishers already have the raw materials: editorial talent, a strong brand voice, and a direct line to their audiences. What’s often missing is a coherent strategy - and the technology to bring it to life.

Earlier in this series, we explored how mobile is now the primary gateway to content. Audio thrives in that context. Done well, it can:

• Deepen engagement through daily listening habits
• Boost dwell time and encourage repeat visits
• Open up new monetisation pathways
• Offer low-lift formats that don’t drain editorial resources

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Keep syndicating - but bring it home too

It makes sense to distribute your podcasts through Spotify, Apple, and other platforms. That’s where audiences are, and discoverability matters. But that shouldn't be the end of the story.

Bringing audio into your own products - your apps and website - means you can:

• Control the experience
• Capture valuable first-party data
• Surface related content
• Monetise more effectively

You don’t have to choose between reach and control. You can have both.

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Monetising in-house audio

When publishers house audio within their own properties, the commercial benefits are clear:

• Sponsorships: integrated within a trusted brand environment
• Dynamic ad insertions: targeted using your own audience data
• Premium models: offering early access or ad-free listening
• Branded content: crafted to match your editorial tone

These are harder to deliver - or benefit from - when the experience sits entirely with third parties.

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Driving discovery and listening behaviour

Audio won’t succeed in isolation. You need to help users find it, enjoy it, and build it into their daily rhythm. That means smart UX decisions:

• Inline audio highlights or summaries within written articles
• A native, elegant player experience - especially in-app
• Personalised “Continue listening” prompts and recommendations
• Push notifications for daily briefings or breaking news
• Download and offline options for users on the move

It’s not about creating an “audio section”. It’s about making audio a feature of the wider experience - just like video, just like text.

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Text-to-speech and accessibility

Alongside editorial audio, some publishers are also experimenting with AI-powered text-to-speech tools - offering “listen to this article” features to increase accessibility and cater to time-poor users. While the goals are different, the principle is the same: give your audience more ways to engage with your content on their terms.

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Why publishers should turn the cameras on

Podcast audiences are increasingly expecting more than just audio - they want video too. YouTube has become one of the world’s largest podcast platforms, thanks in large part to video-enhanced shows that combine rich conversation with a visual presence. That trend is a signal for publishers - not just to distribute video elsewhere, but to create video-enhanced podcasts that live within their own apps and websites. 

Filming your podcasts can open up a range of benefits:

• Higher CPMs and more monetisation opportunities
• Greater visibility in mobile-first and in-app environments
• Stronger social sharing potential - short video clips are far more shareable than audio alone, especially across platforms like Instagram, TikTok, and YouTube Shorts

If you’re already investing in podcasting, adding video doesn’t just expand your reach - it helps bring more people back into your own ecosystem, where you can control the experience and monetise more effectively.

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Where Accedo can help

At Accedo, we help publishers design and deliver premium content experiences - across mobile, web, and connected devices. For audio, that means:

• Integrating podcasts and clips into your existing app or website
• Building in smart UX features to encourage discovery and repeat listening
• Supporting dynamic ad insertion and audio monetisation
• Connecting to your CMS and streamlining editorial workflows

Audio doesn’t have to be hard. And it doesn’t have to be someone else’s business. Contact us and turn audio into value today.

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