I recently read an article by Tom Martin from 2012 that talked about the future of podcasting and asked if 2013 could be the year of the podcasts. Using data that he compelled did not show a major upswing in the amount of listeners versus the amount of podcasts being generated for 2012 he felt that 2013 would not be that year.
According to a recent Edison Research Study on the Podcast Consumer, awareness of Podcasting has grown 105% since 2006 from 22% in 2006 to 45% in 2012. Likewise, the percentage of consumers indicating they have listened to an audio podcast has grown 163% from 11% in 2006 to 29% in 2012.
We have in fact seen a resurgence of podcasting for 2013. If you look at the number of downloads some of the most popular podcasts are getting now and the number of mobile devices that are accessing these podcasts on a daily basis the numbers are steadily rising.
The Rise of Podcasting
If you look at the popularity of podcasts like EntrepreneurOnFire and Smart Passive Income along with new shows like Love Your Leap and the Solopreneur Hour Podcast, you can see that listeners are hungry for knowledge and entertainment. The Entrepreneur segment of our world is what is driving this forward. Pat Flynn and John Lee Dumas have shown how generating a quality podcast and being completely transparent on how they build their wealth has given birth to the I can do it dream. But it doesn’t stop there, as podcasting also offers an avenue for some people to enjoy their hobby and still make an income. Anybody can take and create an episode talking about their favorite TV show or create a comedy act or even offer their own take on world events. The audience is diverse and hungry for information and entertainment and podcasting is the creme of the crop for mobile users.
The Future Is Now
As we close out 2013 and look to see that the new and noteworthy in iTunes keeps getting new names fighting for the top, we have to start to wonder is this going to be limited to only mobile devices?
That question has already been answered with Stitcher Radio already talking of a deal to have streaming audio available in car radios in select manufacturers. This offers and opportunity for listeners that normally would not listen to a podcast or download one to their phone or tablet to become a new listener.
In 2013 we have also begun seeing a movement by several companies to sponsor some of he more successful podcasts. These advertisers see the potential to become more segmented to the audience plus with the limited amount of advertising space available they are paying a higher price for being exclusive to the audience and not having to compete with others in their area. It doesn’t stop their, as many of the creators have been able to use their podcas as a stepping stone to affiliate sells and marketing and have been able to market some of their own products at the same time. Making podcasting a high income earner for those that create a quality and lasting podcast.
What To Expect in 2014
With 2013 standing strong and showing some record growth for the podcast industry 2014 looks to be brighter still as more podcasts will become available to listeners. As with any major outlet we will see some of the less popular shows start to die off and leave the scene completely, but as long as their is value to the podcast it will be around as long as the demand is there.
You can see the Tom Martin article “Marketing At The Speed of Converse Digital and leave your thoughts below on where you think podcasting will be in 2014.
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