Bridge Ratings Industry Update - The Podcasting Outlook


For Immediate Release

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 device.

For a look at the Bridge Ratings study as presented at the 2005 "Portable Media & Podcast Expo" in Ontario, California, see below.

See 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.

Bridge Ratings 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 offer flexibility


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