For several years, podcast use by consumers has been increasing. A recent study by Edison Research now shows that a majority of consumers now listen to podcasts at least once a week. A recent article in Inside Radio reported:
“This is truly a landmark year for podcasting,” Edison VP Megan Lazovick said. “For the first time, more than half of Americans are now monthly podcast consumers. No matter how you measure it by audio or video consumption, podcasting continues to show impressive growth.”
In addition, the article stated:
“The Edison data shows that audio remains the most common source as 48% say they listened to a podcast in the past month. But 37% also report watching a show. The addition of video is also slightly widening podcasting’s gender gap as 57% of men say they are monthly podcast consumers compared to 52% of women.”
Nonetheless, AM/FM radio remained the dominant form of listening in vehicles. The study is worth examining.
You can see a summary of the Edison Research Report in Inside Radio here.