I know that eMarketer’s numbers on the growth of podcasting should make us all feel warm and fuzzy, but I just can’t shake the feeling that the channel has severely under delivered.
The good news is that US audience numbers should grow from a total audience of 18.5 million in 2007 to a whopping 65 million by 2012. Also good news, the amount spent on podcast advertising should grow from $165 million to $435 million by 2012.
But, let’s take a closer look at the numbers:
If you read the small print, you’ll see that "total podcast audience" is made up of "individuals who have ever downloaded a podcast." What does that mean? Well, it certainly must include those that have downloaded a single podcast, thought to themselves "this sucks" and then went back to listening to their radio or mp3 player.