Podcasting has evolved from an odd, funky blogging experiment into a broad medium with mainstream trappings. Today, the vast majority of the top-rated podcasts come from recognizable media entities that are using podcasts to expand their existing radio, TV, cable or satellite audiences.
The Podcasting report analyzes the factors that are fueling interest and growth of a new, large and receptive audience.
The US podcast audience is ballooning, and eMarketer projects that growth will continue at least through 2013. By then, there will be 37.6 million people who download podcasts monthly, more than double the 2008 figure of 17.4 million.
As a percentage of Internet users, podcast downloaders are expected to grow from 9% in 2008 to 17% in 2013.
The demographic patterns of the podcast audience, like those of the online video audience, are highly dependent on the nature of the content.
Key questions the “Podcasting” report answers:
- How many US Internet users download podcasts every month?
- How large will the audience grow in the next five years?
- What factors are driving the growth of the podcasting audience?
- How is podcasting content changing as the medium matures?
- What advertising opportunities exist around podcasts?
- How big a factor is the iPhone in fueling podcast interest?
- To what extent are companies using podcasts in their marketing?
- And many others…
eMarketer Reports—On Target and Up to Date
The Podcasting report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
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Podcasting has evolved from an odd, funky blogging experiment into a broad medium with mainstream trappings. Today, the vast majority of the top-rated podcasts come from recognizable media entities that are using podcasts to expand their existing radio, TV, cable or satellite audiences.
Executive Summary
US Podcast Audience, 2008-2013 (millions and % of Internet users)
Key Questions
The eMarketer View
Key eMarketer Numbers-Podcasting
The Podcast Audience
US Podcast Audience, 2008-2013 (millions and % of Internet users)
Online Activities of US Internet Users, by Access Technology, April-May 2008 (% of respondents)
Daily Online Activities of US Internet Users, by Access Technology, April-May 2008 (% of respondents)
US Internet Users Who Have Ever Downloaded Podcasts, 2006 & 2008 (% of respondents)
US Podcast Listeners, January 2006-January 2008 (% of respondents)
Media Used by US Internet Users, 2006-2008 (% of respondents)
Internet Users in Select Countries Who Download Podcasts, 2006-2008 (% of respondents)
Internet Users in Select Countries Who Download Podcasts, 2008 (millions and % of population)
US Weekly and Occasional Podcast Listeners, 2004-2012 (millions)
Online Activities of US Internet Users, September 2007-October 2008 (% of respondents)
Online and Mobile Activities of US Online Buyers Who Purchase Mostly Online, July-August 2008 (% of respondents)
Demographics
Demographic Profile of US Internet Users Who Have Ever Downloaded* Podcasts, 2006 & 2008 (% of respondents in each group)
Select Downloading or Streaming Activities of US College Students in the Past Month, by Gender, May 2008 (% of respondents)
Select Online and Mobile Activities of US Online Buyers, by Age, July-August 2008 (% of respondents in each group)
The Use of Podcasting by Companies
Comparative Estimates: US Companies that Use Podcasts, 2007 & 2008 (% of respondents)
Interactive Marketing Tactics Used by US Marketers, 2007 & 2008 (% of respondents)
New Media Marketing Tactics that US Senior Marketing Executives Are Most Interested in Adding to Their Marketing Mix, August 2008 (% of respondents)
Interactive Features Offered on the Websites of the Top 100* US Newspapers, 2007 & 2008 (% of total)
Primary Reason that US Companies Use Podcasts, November-December 2007 (% of respondents)
The iPod/iPhone Factor
Apple iPod and iPhone Unit Sales Worldwide, 2001-2008 (thousands)
Comparative Estimates: Ownership of Digital Media Players Among US Young Adults, 2008 (% of respondents)
US iPod/Portable MP3 Player Owners, January 2005-January 2008 (% of respondents)
US iPod/Portable MP3 Player Owners, by Age, January 2006-January 2008 (% of respondents in each group)
Technology Ownership by US Adults, 1996-2008 (% of respondents)
Conclusions
Endnotes
101538 | 101542
Key eMarketer Numbers-Podcasting
US Podcast Audience, 2008-2013 (millions and % of Internet users)
101877
Comparative Estimates: US Companies that Use Podcasts, 2007 & 2008 (% of respondents)
101878
Comparative Estimates: Ownership of Digital Media Players Among US Young Adults, 2008 (% of respondents)
Related Information and Links
Related Links
Contact
Report Contributors
Podcasting has evolved from an odd, funky blogging experiment into a broad medium with mainstream trappings. Today, the vast majority of the top-rated podcasts come from recognizable media entities that are using podcasts to expand their existing radio, TV, cable or satellite audiences.
Alloy Media + Marketing
Apple
Arbitron
Awareness
Bridge Ratings
Edison Research
eMarketer
Epsilon
Gilbane Group, Inc.
Ketchum
Marketing Executives Networking Group (MENG)
Mediamark Research & Intelligence (MRI)
National Association of Student Personnel Administrators (NASPA)
Penton Research
Pew Internet & American Life Project
Pew Research Center for the People and the Press
PriceGrabber.com
PROMO magazine
Synovate
The Bivings Group
Universal McCann
University of Massachusetts Dartmouth Center for Marketing Research
USC Annenberg School Center for the Digital Future
Youth Trends