As Edison Media Research reported in March, podcasting has experienced 18% growth year-over-year. This is good news for podcasters and those thinking about joining the medium. comScore published findings this week on the iTunes podcast audience and compared their stats with their numbers on the general Internet population.
Perhaps comScore’s most interesting finding, is the fact that, while the 18-25 year old set naturally dominated (29%), the 35-44 year old and 45-54 year old groups weren’t too far behind, with 27% and 23% of the audience respectively.
It might be important to note that there are (at least) two audiences here. Unless I’m doing something wrong, I don’t think that most 18-24 year olds are making over $75k (although they may still be living in their parents’ houses and counting their parents’ incomes). So you have the 35-54 year olds, who are educated and making decent money as an entirely separateâ€”and largerâ€”demographic than the traditional “youth” set we associate with podcasting.