Published by/Authors: Pew Research Center Elisa Shearer
Why It’s Important:
“Online listeners, from mobile phones in cars (not to mention other locations) continues to grow substantially. As one of the longest running Radio/Podcast in B2B (7 years) SLMA Radio (Funnel Radio Channel) has seen a growing increase in professionally produced and moderated podcasts that now compete with webinars and other digital forms to reach their audiences.”
Highlights: The audience for terrestrial radio remains high and steady. 91% of American Listeners 12 years old and older tuned into terrestrial radio in any given week in 2016.
The authors quote Infinite Dial by Edison Research and Triton Digital (conducted January/February each year) that the portion of the public listening to online radio is growing.
- 61% in 2017 (ages 12 and older) has listened to online radio in the last month
- 53% in the last week
- Four in ten Americans (12 and older) have listened to a podcast
- 24% in the last month
- In 2017 40% of U.S. Cell phone owners have listened to online radio (podcast) in a car using a phone
- NPR Podcasts rose from 2.5 million in 2015 to 3.5 million in 2016
There is an economics section discussing revenue streams.
Online listeners, from mobile phones in cars (not to mention other locations) continues to grow substantially. As one of the longest running Radio/podcast in B2B (7 years), SLMA Radio (Funnel Radio Channel) has seen a growing increase in professionally produced and moderated podcasts that now compete with webinars and other digital forms of reaching their audiences.
No doubt, podcasting and the availability of podcasters to broadcast at specific times (hence the radio analogy) is growing because of the low entry cost for podcasting and the large audience potential. Many radio/podcasters are pleased with a few hundred listeners per show and ecstatic when they get thousands who listen and learn from their 15 minutes to one-hour programs (5, 15 and 30 minute programs seem to be a sweet spot).
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Find Out More
This fact sheet was compiled by Elisa Shearer, who is a research analyst focusing on journalism research at Pew Research Center.
Read the methodology.
Find more in-depth explorations of audio and podcasting by following the links below.
This review was conducted independently without the advice or consent of the publisher.
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