Monday, June 11, 2007

Full steam ahead for podcast popularity

posted by Andy Leff
Podcast listening is on the rise.

So says a new study from Edison Media Research that reveals the latest statistics, questions, and trends about podcast consumption.

From 2006 to 2007, podcast awareness in the United States rose 15 percent -- from 22 percent to 37 percent -- while podcast listening increased, from 11 percent to 13 percent.

Some skeptics have squabbled over these results, pointing out the disconnect between the awareness and adoption rates. But remember: Even a 2 percent increase in the estimated 219 million American Internet users means almost 44 4.4 million people.

Tom Webster, Vice President of Edison Media Research, comments on the varying opinions of what this means for podcasting, referring to what he considers "the glass half empty" syndrome.

Plus, podcasting can now shake the stigma of geeky tech boys in glasses working out of their garages. Statistics show podcast consumption is almost equally split between men and women.

And advertisers take note: Almost half of all podcast listeners are between the ages of 24 and 44. This spans some of the most lucrative consumer groups in the country.

The study also touched upon podcast producer demographics. Turns out the majority of podcasters are well educated, with at least a college degree, and are more likely to live in high income homes.

My conclusion: Consumer-controlled content is the future of audio and visual production, with podcasting taking the lead.

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