Error loading MacroEngine script (file: MetaServerName.cshtml)Error loading MacroEngine script (file: CanonicalLink.cshtml) Heard the Latest About Podcasting? - eMarketer
« Return to Mobile Website

Newsletter Sign-Up

Contact Sales

Heard the Latest About Podcasting?

Engagement via headphones.

Ever since podcasting was introduced, the question has been the same: Will anyone listen?

The answer is definitely “Yes.”

eMarketer estimates that the total US podcast audience reached 18.5 million in 2007.

Furthermore, that audience will increase by 251% to 65 million in 2012. And of those listeners, 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,” says Paul Verna, eMarketer Senior Analyst and author of the new report, Podcast Audience: Seeking Riches in Niches, “And along with a larger audience comes increases in advertising spending tied to podcasts.”

Driven by this audience growth, US spending on podcast-related advertising (including sponsorships) will rise to $435 million in 2012, up from $165 million in 2007.

A number of factors are driving the growth of the podcast-user base:

  • 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

”No one will argue that mobile devices and communication are becoming widespread,” says Mr. Verna. “Even so, the majority of podcasts are actually experienced on PCs, not portable devices.”

The situation might change in time, but for now podcasts are mainly a desktop phenomenon as opposed to a mobile or portable one.

Hear all about what the future holds for podcasting. Download the new eMarketer report, Podcast Audience: Seeking Riches in Niches, today.

SHARE

SHARE THIS

  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »
Error loading MacroEngine script (file: SiteAnalytics.cshtml)