Podcasting Facts and Figures

Pocasting has seen 15-30% year-after-year growth and is one of the fastest growing advertising media available. Podcasting delivers on a very attractive premise: I want to be in control of the shows I like, when and where I watch or listen to them.

Audiences are growing, particularly with the under-35 demographic. According to Arbitron, 11% of Americans have listened to an audio podcast, and 53% of them are under 35. This is very attractive to advertisers, but effective audience measurement and targeting capabilities is difficult. Similar to the trajectory of Internet advertising, podcasting was somewhat rudimentary initially, yet it’s been steadily winning over advertisers, with $315 million or 1.5% of radio marketing dollars shifting online. As a result, companies like Clear Channel are starting to offer time-shifted versions of their radio programs on the Internet to tap this new distribution. As these mainstream content providers adopt podcasting, they are likely to bring their existing advertisers with them.