Edison Research Share Of Ear Podcasting Report

Podcast Listening Is Becoming A Bigger Part Of The Media Diet

Edison Research released their ‘State Of Podcasting’ report just a few weeks ago, and things are looking good in the podcasting arena. The massive growth in mobile device ownership continues to fuel the habit of listening to more audio on phones and tablets, both in the home and in the car (whether it’s through in car audio, bluetooth or other connectivity).

Smartphone Users WorldWide (Statistica)

Smartphone usage is set to hit 2.5bn by 2018

According to Statistica in 2015 there are just under 2bn smartphone users worldwide, with that figure predicted to rise to 2.5bn by 2018. So doing the math that 22% of smartphone users is in real terms an audience of around half a billion people that listen to podcasts every month.

Podcasting is maturing as a medium, and it’s a valuable medium for brands and businesses, with as Edison’s Tom Webster describes it ‘huge opportunities to unlock the money in the podcasting market’.

In his presentation of the research, Webster also notes that podcast maturity also means that it may become defined as less of a niche content channel, and to make it easier to connect with consumers, the concept of ‘The Show’ rather than ‘The Podcast’ may give the medium a much more mainstream connection to media consumers.

That said, whatever you call your podcast, the numbers tell the story, podcasting continues to get a bigger share of ear year on year.

Watch the video recording of Tom Webster’s June 2015 webinar ‘The Podcast Consumer 2015’ below. We’ve compiled some of the key takeaways under the video in ‘Tweetable’ format to make it easy to share the stats with your Twitter community.

Simon Dunant
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Simon Dunant

Founder at New Rise Digital
Simon Dunant is the founder of Podcast Power Marketing and digital marketing consultancy New Rise Digital . He also hosts the Podcast Power Marketing podcast on iTunes and is the author of the book "Essential Digital Marketing For Small Business." He has over 15 years experience of helping businesses, creative artists and bloggers make sense of the digital marketing landscape. Simon has hosted 2 previous digital marketing podcasts and has spoken at numerous conferences and events including Midem (Cannes), Popkomm (Berlin), ADE Music Conference (Amsterdam) and Britespace (London).
Simon Dunant
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About The Author

Simon Dunant

Simon Dunant is the founder of Podcast Power Marketing and digital marketing consultancy New Rise Digital . He also hosts the Podcast Power Marketing podcast on iTunes and is the author of the book "Essential Digital Marketing For Small Business." He has over 15 years experience of helping businesses, creative artists and bloggers make sense of the digital marketing landscape. Simon has hosted 2 previous digital marketing podcasts and has spoken at numerous conferences and events including Midem (Cannes), Popkomm (Berlin), ADE Music Conference (Amsterdam) and Britespace (London).

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