Podcast Audience Grows 40% In One Year
Apr 14th, 2008 | By James Lewin | Category: Audio Podcasting, Podcasting Research 
While mainstream coverage may not reflect it yet, podcasting is rapidly moving towards mainstream adoption.
According to a new e-Marketer report, a January 2008 Arbitron-Edison Media Research study found that podcast use is exploding:
- The podcast audience has grown nearly 40% in the last year.
- Podcasting reaches 18% of the US population, up from 13% a year ago.
- Podcast adoption is accelerating. A year ago, we reported that the podcast audience had grown 18%, less than half of last years growth.
- An estimated 23 million, or 9% of Americans have listened to a podcast in the past month.
Note that Edison uses a fairly limited definition of podcasting (radio style audio downloads) and their statistics need to be understood with this context.
“Traditional radio and Internet-only radio must realize that they are now part of an even broader world of online information and entertainment options and respond accordingly,” said Pierre Bouvard, president of sales and marketing at Arbitron.
“Advertisers who want to go where the trends are pointing need to be more involved with the new forms of audio media as they continue to expand,” Mr. Bouvard said.
Image: zengame
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