Podcasting continues to make its presence felt in the media mix, with a recent survey from the UK Association of Online Publishers (AOP) showing that more than half of publishers polled claim their business intends to launch a podcast in the next 12 months.
Out of the respondents, 35% said their business already used podcasts, while 52% revealed plans to launch a podcast in the next year, enabling their brands to reach consumers on the move.
Commenting on the survey’s findings, Karl Schneider, chair of the AOP content trend working group and editorial director at Reed Business Information, said: “I’m not surprised at the high level of interest in podcasting.”
He continued: “It’s early days, but the large audiences already being attracted by the top podcasters, show that there is an appetite for this content. The challenge now for publishers is to sort out how to make money from podcasting.”
The remaining 13% of delegates claimed that their businesses would not be experimenting with podcasting, due to the perceived cost of entrance into the technology, along with lack of relevant skills within the business and a lack of a clear business model.
A study published at the beginning of the year by Bridge Ratings confirms podcasting’s increased presence, with data showing that around 5 million radio listeners downloaded at least one podcast in 2005, with the figure predicted to nearly double this year, and double again in 2007 (see Podcasting On The Rise).
A similar study by research company, Diffusion Group, forecast the number of US podcast listeners to reach 4.5 million this year, growing to 56.8 million in 2010, while Forrester Research predicts podcasting to reach 12.3 million US households by 2010 (see Satellite Radio To Reach Over 20.1 Million US Households By 2010).
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