Tom Webster, Senior VP at Edison Research, was scheduled to speak at Radiodays Europe Podcast Day in Cophenhagen, Denmark, earlier this week. Unfortunately, the best-laid travel plans were not enough to get Tom past the travel hurdles and to the conference. Fortunately, we have a video of Tom’s presentation on podcasting that was viewed at Radiodays Europe Podcast Day 2018.
Highlights: Sixty-four percent of the U.S. is familiar with the term “podcasting,” whether or not they truly understand what podcasting is or why they would want to listen to a podcast.
Only 26% of those in the U.S. say they have actually listened to a podcast in the last month, and 17% in the past week. The numbers for Canada and Australia show similarly low ratios.
Tom identifies four areas that can close the gap between a high awareness and a low listening level, and #3 and #4 are within your control:
- Expansion of podcasting space beyond iPhone/Apple-centric models to include Android users
- Increased adoption of podcasting by major music streaming platforms
- Create content for more mass appeal
- Teach people what a podcast is, how to get it, and why they want it