Podcast Audience To Double In Next Two Years
eMarketer estimates that the total US podcast audience reached 18.5 million in 2007.
Furthermore, that audience will increase by 251% to 65 million in 2012. And of those listeners, 25 million will be “active” users who tune in at least once a week.
”As the US podcasting industry matures it is unquestionably creating a listening audience,” says Paul Verna, eMarketer Senior Analyst and author of the new report, Podcast Audience: Seeking Riches in Niches, “And along with a larger audience comes increases in advertising spending tied to 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. >>
<< ”No one will argue that mobile devices and communication are becoming widespread,” says Mr. Verna. “Even so, the majority of podcasts are actually experienced on PCs, not portable devices.” >>
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