Podcast Audience Growing
It looks like the podcast keeps on growing. This is a great new article from eMarketer.
The podcast audience has grown, too, and eMarketer projects that growth will continue at least through 2013, when there will be 37.6 million people downloading podcasts on a monthly basis, more than double the 2008 figure of 17.4 million.
As a percentage of Internet users, podcast downloaders will grow from 9% in 2008 to 17% in 2013.
I’m betting that there are still some of you out there who will look negatively at this. Those who do probably think that unless you reach a huge audience you’re not succeeding. However, that’s not what podcasting is all about. You’ve got to think, “niche” audiences. It really is about who is listening as much or more than gross numbers.
Even in this article from eMarketer they focus on how “mainstream” media is using the platform. I think they ought to also do some research on how large and small companies are using podcasting effectively. I think it’s a mistake to look at podcasting as just another way to distribute a broadcast. How about a platform that lets you reach and directly communicate with your customers and members? In fact, if the audience is growing, even if it’s being driven by mainstream content, doesn’t that help out all of us who create our own since more people are equipped and downloading?
In this week's program Chuck talks with Mike Adams, AgriTalk.
1 Comment
David Burckhard
Good points all.
It’s astute to mention what some consider a “subtle” difference between a broadcast and a podcast. Podcasting is all about reaching a specific target without the wasteful expense of other media that sends your message out to mostly uninterested receivers. In the case of your certain branding efforts, traditional media is perfect. However, if you need to reach a specific audience, traditional media is too slow, too expensive, and may not reach that audience. Do you pay an airplane pilot to plant your seeds by dropping them from an airplane? Or would you rather get those message “seeds” directly to an audience, everyone in the right place, for free? That’s the difference between traditional broadcast media and podcasting.
As mainstream podcasting grows, podcasting popularity will grow in all segments. Sooner than later, not only will audiences begin looking for your podcasts, they’ll be expecting them. Increasingly, businesses and organizations are using podcasts for a number of audiences. As I discuss podcasting with prospective companies, most of them ask, “Who else is podcasting?” Too often I have to answer, “Your competition.” Something to think about.
Dave Burckhard
National Podcasting System
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