Podcasting into the mainstream: extreme audience growth expected

A recent report from eMarketer forecasts extreme audience growth for podcasts. eMarketer projects that US podcast audience growth will continue at least through 2013 when there will be 37.6 million people who download podcasts monthly, more than double the 2008 figure of 17.4 million. As a percentage of Internet users, podcast downloaders are expected to grow from 9% in 2008 to 17% in 2013.

The vast majority of the top-rated podcasts come from recognizable media entities that are using podcasts to expand their existing radio, TV, cable or satellite audiences. Even so podcasts are still an effective and affordable marketing media format for small and medium enterprises. SME’s can leverage the reach and niche targeting of podcast content through producing their own shows or by sponsoring popular podshows which contain topics related to their product or service.

Although the total numbers might seem low when compared with mainstream media such as TV or even radio, the magic is in the growth of the audience. Podcast audience numbers are steadily increasing and if  more people listen or view podcasts from mainstream media the more receptive they become to all podcasts as a news and entertainment source. What makes it an attractive marketing media for small business is the low costs associated with producing and publishing a podcast episode.



Nova Media

Strategic Online Marketing



Advanced Systems

Corporate Computer and Network Specialists

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