According to eMarketer, the U.S. podcast audience grew to 18.5 million in 2007 and is on track to increase 251 percent to 65 million in 2012.
Almost everyone agrees that podcasting is a wonderful new media tool to reach people and brand yourself but many have asked if any is really listening to podcasts. This study answers that question-loud and clear. Yes!
As the US podcasting industry matures it is unquestionably creating a listening audience,” says Paul Verna, eMarketer Senior Analyst.
The eMarketer study has also discovered a welcome byproduct of this growth of podcast listeners which is the monetization of 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.
The eMarketer study attributes a number of factors that 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
I’ve been an early adapter and continue to be a strong advocate of podcasting. I have seen the positive effects of podcasting in my businesses. My e-book, Niche Podcasting will show the Internet marketer how take advantage of this spectaculor growth of podcasting right now. As the popularity of podcasting continues to growth so will those entering the field. So now is the perfect time to start podcasting. By the time the herd mentality takes hold of podcasting and everyone starts flocking to it you will already be an established podcaster.
Wow, those are incredible statistics. I will have to do some more research and see learn how to take advantage of the opportunity.