Podcast audience grows by 18 percent

New figures suggest that the podcasting audience is increasing and awareness of the medium is also rising.

by Helen Leggatt

New data from Edison Media Research shows that awareness of podcasting has risen by 70 percent. However, in an industry where advertising is predicted to grow from $80 million in 2006 to $400 million in 2011, the audience has grown by just 18 percent from a year ago.

Audio podcasts were listened to by 11 percent of Edison’s respondents in 2006, in 2007 that number had risen to 13 percent. Local and national news were the main reasons for listening to podcasts, followed by local entertainment and gig information.

Edison’s telephone survey of 1,855 individuals took place in January, 2007. As well as podcast advertising figures it gives an insight into the medium’s audience. The gender split is balanced with 49 percent of listeners being female, 51 percent male. Age distribution was also balanced with the 25-34 age group being the most dominant (22 percent), and a slightly higher number of listeners (12 percent) in the 55+ age group than 18-24 (11 percent).

Podcast users are high earners. They are twice as likely to earn over $100,000, and a large number fit into the $75,000 - $100,000 bracket. They are 36 percent more likely to have made purchases online and spend around 50 percent more time online.

Edison Research’s survey findings can be viewed, in full, online.

However, according “Podcast Advertising”, a new report released this month by eMarketer, while podcast viewing and distribution is on the increase they typically have less than 50,000 downloaders, some a lot less.

Perhaps Google’s integration of podcasting with AdSense will give the medium the boost it needs.