Young Old Oaks follow and find their dreams

Update

KNYSNA NEWS - Two former Oakhill scholars – Theodora Lee and Kim Grey – have banded together to realise a lifelong dream of theirs. Theodora (a vlogger who has found success on YouTube and is the older sister of world-renowned YouTuber and fellow old Oak Caspar Lee) and childhood friend Kim (whose TV debut was as a The Bachelor SA contestant) have teamed up in a podcast series about finding love in a world that can be pretty lonely.

Based on research, the addressable market for podcasting in South Africa is about 16-million people.

With 80% of South African listeners in the high 7-10 LSM choosing to consume podcasts makes this medium one of the highest engagement platforms for narrative-based, branded content for brands and sponsored content for podcasts. Most South African podcast users listen to a podcast within 24 hours of download. This indicates that consumers perceive podcasts to be of high value to them, as they want to consume the content almost immediately.

This medium is about to grow even further with Spotify having launched in South Africa last year and opening up their platform to podcast content creators around the world.

"We have noticed that the majority of our audience listeners are tuning into Pretty Lonely through Apple Podcasts however, Spotify makes it easier for us to run social media campaigns through our Instagram which seems to be the favoured listening platform among our Instagram audiences," said Grey.

The duo behind Pretty Lonely come from a background in advertising, marketing and content creation, with copywriting and content creation being at the forefront of Lee's everyday life at King James, and branding and marketing being the focus for Grey who also runs her own boutique digital marketing agency.

These two creatives aim to champion the entertainment category in the local and global podcast market for South Africa.

While podcasts have grown on the international stage, they seem to have done the same on the local scene, as podcasting has grown by 50% in South Africa according to Grey, and is about to boom with Apple Podcasts releasing another 70 new categories to make room for its much anticipated growth plan.

"Podcasting might be a small player in South Africa at the moment but it's by far the most engaging media platform at the moment," said Kim.

Pretty Lonely premiered for the first time on Monday 22 July on all major podcast platforms including Apple Podcasts, Spotify and an early release was added to Theodora's YouTube channel, with the second episode, titled Naked first dates released on 28 July.

Theodora Lee and Kim Grey team up for their latest Pretty Lonely podcast show.