Saturday November 12, 2005
Podcasting to Hit Critical Mass in 2010
Based on interviews with radio listeners in ten
national markets*, Bridge Ratings released today its projections
for user growth in the podcast universe.
The study estimates that 4.8 million persons have
at some time during 2005 downloaded a podcast from either a radio
station or other source. iTunes was referenced as the most often
accessed portal for podcast downloads. This 4.8 million estimate
is up from 820,000 podcast users in 2004.
Growth in this nascent industry will accelerate
quickly due to the rapid acceptance of the technology by the
radio broadcast industry in 2005 and Apple's iTunes distribution.
The study reveals that two different metrics define the podcast
user universe: Weekly users and those that have ever downloaded
and listened to a podcast.
By 2010 podcast audience growth is expected to
reach a conservative 45 million users who will have ever listened
to a podcast. Aggressive estimates place this number closer to
75 million by this date.
The study shows that currently approximately 20%
of users who have ever downloaded and listened to a podcast do
so on a weekly basis. This group downloads an average of six
podcasts per week and spends approximately four hours a month
listening to the podcasts they download.
More interestingly, on average less than 20% listen
to their podcast downloads on an MP3 player or other digital
For a look at the Bridge Ratings study as presented
at the 2005 "Portable Media & Podcast Expo" in
Ontario, California, see below.
Study Presentation - Click Here
The study also revealed that of those that listen
to more than 6 podcasts per month served by a radio station,
27% tune-in to the station "more frequently".
Podcast Affect on Radio Station Tune-in
||> 4 Podcasts per month
||6-10 Podcasts per Month
||12+ Podcasts per month
|Tune In More
| Seek Station Podcasts
Clearly, these results suggest that the more podcasts
a radio station can get its listeners to listen to, the higher
incidence of tune in and the more likely those listeners
are to seek out the station podcasts by visiting the radio station
website or other podcast serving platform.
*Sample = 4,400 listeners 12+.
Sample error = +/- 1.5%
Markets including in this study:
Los Angeles, San Francisco, Seattle, St. Louis, Chicago, Boston,
Washington, DC, Miami, Dallas, Atlanta.
is a ratings and research company based in Glendale, California.
We are dedicated to providing on-going, immediate, reliable,
useable and affordable audience measurement services for the
radio industry. Our methodology is based on sound consumer
research principles. We are in the business of tracking listeners
- not listening. Because we are a true research company we