Some interesting new figures have been released by eMarketer today that shows that podcasts are taking off in both traffic and revenue, and the outlook is even better again.
The general view on podcasting is that it had been passed by as video became the hot vertical, particularly as earlier iPod’s gave way to new players that supported video as well as audio. These figures would suggest that there’s a lot of growth still to be had in the podcasting sector.
According to eMarketer, the total podcast audience in the United States was 18.5 million in 2007 and will rise to 65 million in 2012. “Active listeners” (defined as people who download more than one podcast) were 6.5 million in 2007 and expected to be 25 million in 2012.
The revenue figures will bring a smile to any VC firm with investments in the sector. Advertising in 2007 hit $165 million and is expected to grow to $435 million in 2012.
One interesting aside was eMarketer attributing the growth to podcasts being promoted by the mainstream media. What they didn’t add is that many of the top lists globally on iTunes today also have a strong presence from those very sources; while greater awareness of podcasting is growing the overall market for podcasts, the mainstream media is taking a big slice of the pie.
Nothing new.
What Ronald said!
I read your article in the RSS reader. but I could not find premalinkin of post, This is a headache for the people!
Perhaps because I am a Chinese that the GFW(Great FireWall) so great I can’t access to feedburner pages, but you have many readers in China, so I hope that you can improve on this subject.
Audio works places that video can’t, it leaves your eyes free to do other things like drive, walk or run, or read.
Further, the brain works with audio differently that video, your imagination is more active with audio because your mind tries to visualize the context of the words, whos saying it, what do they look like, where are they, when is it happening.
Video is great, I love it, but audio has its place.
Where internet speeds arent great, videos not really a practical option, a podcast on the other hand is definitely something one can listen to.
Thank God that Adam Curry invented podcasting.
I never stopped believing in the power of podcasting. Not only does audio does work in ways that video can’t, but it’s far more memorable. Just think, you can remember a favorite song from highschool, a jingle sung a decade ago or even a one-liner from a commercial that seemed to just stick.
In 2000, Fortune magazine said “Voice” was going to be one of the major trends of this decade. While most companies were building telecom applications, we built a marketplace for voice talent.
With the advent of podcasting and the mass adoption of the iPod, the voice industry has seen a surge in growth.
.: 13% of the US population have listened to a podcast (up from 11% in 2006)
.: eMarketer estimates that there was a 285% increase in size of the US podcast audience in 2007, a growth to 18.5 million.
Just look at the Audible deal and you’ll see that there is indeed a massive industry that simply doesn’t get the limelight it deserves.
I fully agree that the Audible acquisition by Amazon further validates audio as a viable, strategic platform.
While video 2.0 plays are becoming more common, we at BlogTalkRadio have focused on developing an audio platform which enables bloggers/publishers to create, distribute and monetize audio content.
Audio content should focus on the “conversation” and people everywhere love to talk and to listen.
Well said, I agree w/ Alan.
“‘Active listeners’ (defined as people who download more than one podcast)”
I would hardly call someone who downloaded a podcast twice an active listener. These numbers may be a bit skewed.
Duncan, this news first came more than 4 days back..I had blogged about it back then
http://techcrun...dcast-audience/
I think podcasting is only going to get stronger and more popular as time goes by. im relatively new to blogging but i purchased a book the other day which shows how to get into podcasting, and how to promote your content. It looks like an interesting read, but im going to test the waters with podcasting, and see just how successful things might be.
You dont know unless you try do you?.
Monster Venture Partners recently invested in Podcast.com. Anecdotally, the company is seeing sequential month-on-month growth of 25% in user sessions. We’ll see how long this pattern continues but the trend is encouraging, and in line with the thrust of this post. Podcasting is BACK.
Audio and podcasts still rule in my world. I occasionally watch videos, but listen to podcasts constantly throughout the day.
Too difficult to multi-task while watching video.
Yes love those podcasts
These podcasting numbers show real potential, but the true growth will come from streaming audio apps on mobile phones that will eliminate the need to sync. We are already starting to see this with great iPhone apps, and that’s just the tip of the iceberg. Just wait until Google’s Android really starts getting some traction. If you want to see some of leaders checkout Stitcher.com and Pandora.com.
Ducan
the chart you posted shows growth slowing not accelerating. yes the market will grow, but it is NOT taking off.
do you understand the chart???
I am confused
With pervasive smart, well connected devices like the itouch & phone there is little reason why podcasting won’t take over from satellite radio, especially with client software that allows you to download on the go without syncing via a desktop computer.
If you’v got a jailbroken itouch or iphone you should check out: http://code.goo...m/p/mobilecast/
no need to jailbreak, any iphone can get scads of podcasts (audio and video) through this receiver:
http://iphone.w.../login#_welcome
One factor that’s overlooked is that the number of podcasters is growing, so an individual podcast might not see that much growth.
Well, I could have told them listeners were up. But, it is nice to hear someone who is not a podcaster say it.
Everyone has their own radio show today if they want one.