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Viewing report
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Podcasting: Into the Mainstream
eMarketer, March 2009, Pages: 16
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…
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