Along with video and private messaging, the return of and explosion in podcasts is one of the major success stories of digital media in the last couple of years.
About eight years ago, podcasts looked like they might take the marketing world by storm. The agency I worked for at the time invested in broadcast quality podcasting equipment in anticipation of it taking off. It was not cheap at that time, but it sat in a drawer gathering dust and, to my knowledge, was never used in anger.
By 2014, podcasting was all but dead from the mainstream. And then, seemingly overnight, a resurgence was under way. And boy did it resurge!
Last year, podcast listening grew by 23%. Around 6000 new podcasts are now launched every single month. The total number of podcasts now stands at around 450,000, half of which are active.
Regular listeners tune in to an average of five shows per week, and it’s estimated that there are in the region of two billion podcast subscriptions on iTunes alone. That’s a lot of audio.
So yeah, podcasting is popular. [Read more…]