Here's how Bloomberg plans to turn a popular podcast into pa

May 3, 2018Like The New York Times — which has highlighted its registered users and newsletter subscribers as audiences ripe for conversion — Bloomberg is focusing on users who have demonstrated an appetite for Bloomberg’s free content.
There was an obvious place to start: Odd Lots with Tracy Alloway and Joe Weisenthal, one of the news organization’s most popular podcasts. The twice-weekly show that takes deep dives into markets and finance topics has seen downloads double in the past year, and since January alone, downloads have increased by 35%.
In an audience survey completed in February 2021, three numbers jumped out to the subscription team at Bloomberg:

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