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.