Case study
The Next Five Podcast
Introduction
The Next Five is a distinctive branded content podcast from FT Partner Studio. Featuring multiple sponsors exploring pivotal trends and innovations set to shape the next five years across various industries. The host, Tom Parker leads insightful interviews with industry leaders and visionary third-party experts, offering listeners valuable perspectives on the future.
In recent years, we've experienced transformative global shifts—wars, pandemics, climate crises, and technological breakthroughs—that have reshaped businesses, societies, and economies, bringing about significant geopolitical changes. These events highlight the urgency of staying ahead of emerging trends.
The Next Five delves into what lies ahead, guiding listeners through the critical issues that will define the future.
Every c.20 minute episode follows the same structure, tone, and sound design with an interviewee from the sponsor company and we always recommend including a third-party voice or research angle.
Most importantly, it features the same engaging and well-informed host: Tom Parker, ExecutiveProducer and Presenter.
‘A journalist, executive producer, and presenter in documentaries and audio, Tom Parker brings extensive experience across business, sustainability, health, lifestyle and technology. He hosts and produces FT’s "The Next Five" podcast series as well as the CEPS Tech Podcast on AI and the Future of Work. Tom is passionate about leveraging audio as a medium for compelling storytelling.’
Results
Since its launch, The Next Five has achieved remarkable engagement from its listeners, who have collectively spent over 16,400 hours immersed in the podcast. On average, each listener tunes in for 74% of every episode—around 19 minutes per session.
Subscriber growth on Apple Podcasts has soared by an impressive 386% since early 2022, further highlighting the podcast's rising popularity.
This success has paved the way for an exciting new mini-series, exploring key topics such as artificial intelligence. Google has commissioned the first installment, underscoring the podcast's value not only to its audience but also to leading industry partners.
The Next Five's triumph stems from its unique editorial approach, offering balanced storytelling, expert insights, and timely discussions on pressing topics.
In recognition of its excellence, The Next Five was a finalist for "Best Use of a Branded Podcast" at the 2023 International Content Marketing Awards and has been nominated for "Best Branded Podcast" at the 2024 Digiday Content Marketing Awards. Join the conversation on Apple Podcasts [here].
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