Perspectives, News & Opinions From The Researchers At Edison

The Podcast Audience Revealed – New 2007 Podcasting Statistics

Entry by Tom Webster | Wednesday, March 21st, 2007 | Permalink

This report was originally delivered at the Corporate Podcasting Summit in London, UK on March 19th, 2007. The data is derived from the upcoming Arbitron/Edison Media Research Internet and Multimedia 2007 Study, and updates the first Podcasting study with new questions and new trends in podcast consumption.


Among the highlights:

  • Awareness of the term, “Podcasting,” increased from 22% to 37%
  • Persons who had ‘ever’ listened to an audio podcast rose from 11% to 13%
  • Persons who had ‘ever’ watched a video podcast rose from 10% to 11%

The full presentation includes data on Internet habits, social networking and purchase behavior. For a deeper examination of the issues raised by this data, don’t miss Tom Webster’s analysis of these important new podcast statistics.
Download the Presentation Slides here
Read Tom Webster’s Analysis here

7 Responses to “The Podcast Audience Revealed – New 2007 Podcasting Statistics”

  1. irene says:

    This is what I (am trying to) teach Undergrads – so I am looking forward to digging into this. One of my students sent me the link!

  2. Todd Cochrane says:

    It is interesting to compare these statistics to the true listener stats, advertising response rates and overall show growth rates with the 1600 or so podcasters we have been collecting for the past 18 months.

  3. Allan Hunkin says:

    These numbers are starting to refect what the podcasting industry has known for some time… that for both advertisers and listeners podcasting is a very effective way to send and receive information.

  4. As a podcaster, I eagerly look forward to reading your studies each 6 months. It’s always encouraging to see the awareness of podcasting growing. I like the new podcast presentation of your results!
    Jade Lindquist
    http://www.edufone.com
    Free Finally Learn Spanish and Por Fin Aprende Ingl

  5. As a podcaster, I eagerly look forward to reading your studies every 6 months. It’s always encouraging to see the awareness of podcasting growing. I like the new podcast presentation of your results!
    Jade Lindquist
    http://www.edufone.com
    Free Finally Learn Spanish and Por Fin Aprende Ingl

  6. Anonymous says:

    VERY NICE!!!

  7. Interesting…leaves out the ethnic podcast community and the ethnic listers/viewers of podcasts….but….INTERESTING.
    We have over 300,000 downloads so far in just six months of podcasting, so I know this is an important oversight. Still good work.
    DC Livers, managing editor
    BlackPodcasts.com
    301.637.2864

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