Podcasting Listen to your news instead of read it?


The podcast trend is continuing to grow in our society. 21% of Americans age 12 or older said they have listened to a podcast in the last month as of 2016 research. This is compared to only 12% in 2013. What do these people use to listen? You've got it, a cell phone! 64% of the Americans age 12 or older reported to "most often" using a mobile device when listening to their news through a podcast.


Even though the podcast trend is growing, as of 2015, only about half of Americans age 12 or older said they were even familiar with the term podcasting. This statistic has remained relatively steady in recent years. Crazy?! We think so!


Libsyn is one of the largest commercial podcasting hosting companies. They have produced publicly available data that continues to indicate an upward trend in the number of podcast shows hosted as well as the number of download requests over the past four years. In 2015, Libsyn hosted 28,000 shows, increasing from only 16,000 in 2013. Phew! Such a relief!!

To match the earlier stated trend, the data for downloads by Libsyn showed that 69% of podcast downloads in 2015 were requested from mobile devices. Only 31% were requested from laptop and desktop computers.


In 2015, advertising spending on podcasts was estimated to be around $34 million dollars – very little compared to most other major media sectors.

Advertising is the dominant revenue stream for podcasting, however, a report from the Tow Center for Digital Journalism in 2015 showed the current period is one of growth. Podcasters are actively experimenting with a much wider range of revenue streams. Some of the models include platforms such as Patreon or Kickstarter. They are also looking into grants from foundations, subscription or "freemium" models, and staging live events to promote their podcasts.


Metrics? Definition of a download? Who needs those?? We do! The main way to measure a podcast's audience is usually through downloads. The data from downloads, however, is limited. Staff from multiple public radio stations are proposing new standards for defining a "download" to make data more accurate.


Multiple news organizations have moved ahead with increased investments in podcasting during 2015 and 2016. Technologies like apps and platforms have made podcasts convenient and easier to listen to. Business models have even evolved to better translate podcasts into sources of revenue. The on-demand format of podcasts allows an additional way to access news and information in an ever changing media landscape. This offers media organizations a potential new way to grow their audiences.

Source: http://www.journalism.org/2016/06/15/podcasting-fact-sheet/


Created with images by Mike Licht, NotionsCapital.com - "Breaking News!"

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