DUBLIN, IRELAND: Research and Markets has announced the addition of eMarketer's new report "Podcasting: Into the Mainstream" to its offering.
Podcasting has evolved from an odd, funky blogging experiment into a broad medium with mainstream trappings. Today, the vast majority of the top-rated podcasts come from recognizable media entities that are using podcasts to expand their existing radio, TV, cable or satellite audiences.
The podcasting report analyzes the factors that are fueling interest and growth of a new, large and receptive audience.
The US podcast audience is ballooning, and the report projects that growth will continue at least through 2013. By then, there will be 37.6 million people who download podcasts monthly, more than double the 2008 figure of 17.4 million.
As a percentage of Internet users, podcast downloaders are expected to grow from 9 percent in 2008 to 17 percent in 2013.
The demographic patterns of the podcast audience, like those of the online video audience, are highly dependent on the nature of the content.
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