A podcast is a portable, on-demand broadcast. A radio podcast is a digital audio file of a radio show that a user can download and play on a PC or portable audio device. For radio broadcasters, it allows a user to listen to a show at a time other than when it was aired live, which is analogous to the DVR in the TV sector. But podcasting is not confined to the radio sector. On the contrary, podcasting has become popular for both professional and amateurs alike across a broad cross section of industries and interests.
Podcast Shows in iTunes
- iTunes offers more than 125,000 audio podcasts and 25,000 video podcasts. (Straightupresearch)
TIME SHIFTED MEDIA
On-demand and time-shifted media have emerged across all media industries. In the radio sector, podcasting is the technological innovation that has given radio listeners greater freedom of how, when and where to access audio content. Recent podcast estimates from Bridge Ratings peg the active US podcast audience (those who download a podcast at least once a week) at about 7.1 million in 2007, less than 4% of US Internet users. This is likely to rise significantly when traditional broadcasters invest greater resources in their digital services.
Despite being a time-shifted media, breaking the constraints of shows being "aired" at a specific time each day or each week as well as the ability for listeners to fast-forward, podcasters have been able to generate significant advertising revenue
- Podcasting to generate $400 million in ads.
Demographic data from comScore show that iTunes podcast listeners skew male and are more likely to be highly educated and wealthy. Additional data from Arbitron show that technology news and commentary is the most popular podcast content.
- 6.6% of adults downloaded audio podcasts within the last 30 days.
- 11% of the US population has watched video podcasts.
- 12.3 million US households will be listening to podcasts by the end of the year.
- 29% of Americans listen to podcasts
- According to a joint research survey conducted by KnowledgeStorm and Universal McCann, 65% of business and IT professionals said they listen to podcasts for both personal and business reasons.