U.S. podcast audience to grow 251% by 2012
By Erina Lin, Tuesday 5 February 2008 at 22:42 :: World Digital Media Trends :: #1208 :: rss
The total U.S. podcast audience reached 18.5 million in 2007, and will increase 251 percent to 65 million by 2012, according to research firm eMarketer.
Of the expected 65 million strong audience, 25 million will be “active users,” who tune in at least once a week.
“As the US podcasting industry matures it is unquestionably creating a listening audience. And along with a larger audience comes increases in advertising spending tied to podcasts,” stated Paul Verna, eMarketer senior analyst.
eMarketer estimates the spending on podcast-related advertising (including sponsorships) in the United States will reach US$435 million in 2012, up from $165 million in 2007.
Several factors are identified as drivers to the growth of the podcast-user base, such as:
- Greater ease of consumption for podcast content
- Growing awareness of podcasting
- Terrestrial radio’s use and promotion of podcasting
- Increased penetration of portable players
- The evolution of smart phones and proliferation of affordable mobile data plans
As of now, podcasts are still mainly a desktop phenomenon, instead of a mobile or portable one. ”No one will argue that mobile devices and communication are becoming widespread,” Verna said in an eMarketer statement. “Even so, the majority of podcasts are actually experienced on PCs, not portable devices.”
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