Features

Podcasts Proving to be a Hit

By Priya George

"For a technology that's relatively new, it's a good number that indicates growth,'' said Michael Gartenberg, vice president of the market analysis firm Jupiter Research. "It's gone beyond something that's only of interest to technology enthusiasts.'' A recent report from Nielsen Analytics found that podcasts, which are online broadcasts downloaded from the Internet for playback on portable devices are attracting a growing number of listeners – a shift that media companies and advertisers have noted.

Nine million Internet users in the United States downloaded podcasts to computers and mobile devices in June, as per the study. Ten percent of the study's 1,700 respondents said they download eight or more podcasts a week, and 38 percent of those said they listen to the radio less because they're listening to podcasts.

"The incredible popularity of podcasting is the latest demonstration of consumers’ willingness to take control of their media experiences," said Larry Gerbrandt, general manager and senior vice president of Nielsen Analytics. "While essentially still in nascent form, podcasts offer free audio and video content that is inexpensive to create, easy to access and on a portable platform that has already reached mass distribution. This new medium has only just begun to stretch its legs."

Podcast listeners are still small in number when compared with the audiences of traditional media services, but technology analysts said the study illustrates the impact that podcasts might have. The most popular podcasts – news and entertainment – have prompted large media companies, including traditional radio stations, to experiment with online programming.

"Advertisers go wherever there are ears and eyes, especially when you get people who are highly engaged like podcast users", said Larry Gerbrandt, senior vice president of Nielsen Analytics. "So many businesses are adopting it for different types of communications because it's an extremely adaptable format".

The study by Forrester Research found that one-quarter of online consumers is interested in podcasts because it allows them to listen to audio and video programs at any time and place. Internet radio stations, broadcast radio shows and radio news programs are the most popular types of podcast content.

The key findings include:

The most successful podcasts are garnering as many as two million downloads a month, enabling them to attract mainstream advertising

60% of respondents surveyed said they 'always' fast forward past commercials in their podcasts. Women were more likely to fast forward than men, with 67% saying they 'always fast forward'
Given the ability to skip commercials, advertisers are already devising more effective means to reach consumers, such as embedding their messages within the program content or having podcast hosts endorse their products and services
The survey found that the average length of the podcasts being listened to was 44 minutes. This may change with the growing popularity of video podcasts, which generally tend to be shorter, said Gerbrandt
72% of respondents who regularly download podcasts say they download an average of one to three podcasts per week, 10% of all podcast downloaders could be characterized as 'heavy users', downloading eight or more podcasts a week

The Forrester study predicts that radio station podcasts that complement over-the-air broadcasts will continue to develop, as will unique content that will create niche markets. The popularity of podcasts will continue to grow as people become more familiar with the technology, said Tim Bourquin, chief executive of TNC New Media, an online media company that produces several podcasts.

"We're going to start to see devices that bypass the computer entirely when pulling in podcasts, which will make them easier to get", Bourquin said. "When getting a podcast is as easy as tuning into your favorite FM station, that's when it's going to take off".

"For podcasting to reach its full potential, we will have to find the best ways to keep track of its audiences", added Gerbrandt. "That means developing accurate and comprehensive metrics that will allow podcast producers, distributors and advertisers to answer questions like – 'Who are we reaching?' 'With what kinds of content?' 'When and how often?' "


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