A new report published by eMarketer states that podcasting continues to grow at an incredible rate. The listening audience is increasing in size, and along that comes growth in advertising spending tied to podcasts.
eMarketer estimates that the total US podcast audience reached 18.5 million in 2007.
Furthermore, that audience will increase by 251% to 65 million in 2012. And of those listeners, 25 million will be “active” users who tune in at least once a week.
”As the US podcasting industry matures it is unquestionably creating a listening audience,” says Paul Verna, eMarketer Senior Analyst and author of the new report, Podcast Audience: Seeking Riches in Niches, “And along with a larger audience comes increases in advertising spending tied to podcasts.”
Podcasting expert Paul Colligan suggests that these findings are simply a validation of what he has learned over the past few years.
Colligan says “They claim $165 million spent in podcast advertising in 2007 and project $435 million in 2012. I’ve said it a thousand times – and podcast advertising is only a small fraction of the money to be made from this technology.”
Online marketplaces such as Voices.com are evidence that while podcast advertising is an important segment, small businesses are either starting podcasts to engage their customers or as a secondary source of revenue by charging for premium podcasts.