Podcasting’s Next Frontier: A Manifesto For Growth
By Edison Research
Just two weeks ago Edison Research’s Senior Vice President Tom Webster was at the world’s largest gathering of podcasters, Podcast Movement 2018, in Philadelphia. Tom’s keynote address, Podcasting’s Next Frontier: 100 Million Listeners, shed light on the gap between the awareness of the term “podcasting” and the actual listening behavior of American adults.
While 64% of Americans aged 18+ (180 million) say they are familiar with the term “podcasting,” only 17% (48 million) have listened to a podcast in the last week.
In the wake of Podcast Movement 2018, Tom has published a must-read piece that specifically addresses steps that the industry should recognize and take to increase consumption of podcasts.
What follows is, by Tom’s own admission, a long article. We believe it is well worth your time to read it — to see the charts — to watch the video of people who have never listened to a podcast. Podcasting’s Next Frontier: A Manifesto For Growth examines the state of podcasting and the steps needed to achieve growth.
