Czerska 8/10 Street
Numer KRS: 59944
May 13, 2019 / 16:51
The number of purchased Premium subscriptions to Radio TOK FM is rapidly growing – at the end of March this year, the station had over 17,000 subscribers, which is 70% more compared to last year. Radio TOK FM’s digital podcasts range from over 65,000 archival broadcasts of Radio TOK FM to new ones added daily, created on the basis of over 19 hours première programmes aired on a daily basis.
‘The number of Premium TOK FM subscriptions has recently increased significantly faster than in previous years. This is on the one hand a result of the fashion for podcasts, but it is mainly the effect of our consistent efforts to develop our portfolio and constantly convince users of the multiple advantages of access to unique audio content on-demand’, says Jarosław Śliżewski, head of digital areas at Agora Radio Group.
On tokfm.pl and with the application, you can listen to Radio TOK FM live, tagged and described programmes shown in the form of podcasts, extended versions of radio programmes, archival materials and more than 10 internet podcasts. Subscribers have a selection of over 65,000 shows about politics, the economy, science, lifestyle and more, forming about 200 themed series. Each week 250 new episodes of the programmes are added. Today, half a million people* listen to the digital audio content of Radio TOK FM, including the live programme.
‘TOK FM is the first news radio and the only radio station that I know of in the digital world with such resounding success in audio subscriptions, an area associated mainly with platforms offering music or audiobooks. Reaching over 17,000 subscribers to Premium TOK FM is an exceptional result; we are proud of such rapid growth in the number of people who want to know more thanks to thousands of our radio and internet broadcasts available as podcasts’, says Adam Fijałkowski, Vice President of Agora Radio Group.
Radio TOK FM has been developing its subscription offer since 2014. It currently includes three packages for listening to the station’s podcasts, which differ from each other in terms of the platform of access to the content. The basic package gives its users access to podcasts at tokfm.pl – on a computer, tablet and telephone, i.e. in the standard and mobile version of the service. Whereas the broadest package called Multidostęp [Multi-access] gives access to premium content from TOK FM through the website, in the application and through the RSS channel, including several mobile devices. It can be subscribed to for a month, a quarter or a year.
At the end of 2018, the number of active subscriptions exceeded 15,000 and after 3 months the number of subscribers who decided to purchase Premium TOK FM access reached over 17,000. The majority of them, over 90%, used the station’s offer directly and only 10% of them purchased the package combined with other partners. The team responsible for expanding Radio TOK FM’s digital portfolio is increasingly focused on auto-renewable subscriptions.
Since 2019, more subscribers purchase access for their smartphones than for computers. According to the station’s data, subscribers decide to order Premium TOK FM access because of the availability of the entire digital Radio TOK FM, which constantly presents new quality content. As a result, each listener will find something interesting in the station’s programme selection and they can accompany each journey, workout or evening with interesting interviews.
More than half of the subscribers use new applications (on devices with an Android or iOS system) made available at the end of 2018. The tokfm.pl website offers texts, video material (including live broadcasts from the studio) and an audio content repository; however, the application, modelled on music applications, is only used for listening and it has been equipped with a number of additional tools for listeners, e.g. a Bluetooth headset button controller.
Radio TOK FM is constantly developing its digital projects. In 2019, it was the first Polish radio station to launch a special tool in Google Assistant to enable voice control over Radio TOK FM in Polish. What is more, the radio station’s team has implemented an innovative ‘Search the Radio’ project, enabling full-text search in the contents of radio programmes.
* GRA own data