So, the research clearly indicates that podcasting has a long ways to go before it becomes a mainstream medium, but at it's current rate of growth it is poised to become an attractive outlet for advertisers and marketers.
Despite all the hype surrounding podcasting, eMarketer estimates that just 3 million Americans are active podcast listeners, and a total of 10 million people have ever downloaded a podcast to date. By comparison, the report estimates that U.S. broadcast radio still reaches close to 200 million Americans.
According to the report the podcast listening audience could be as large as 80 million by the decade's end.
Despite the current smaller market of prospects, podcasting can be an extremely cost-effective route to reach new audiences. Apple's iTunes gives you a stage to market to their millions of users for free. You just need to provide the relevant, compelling content and listeners will follow.
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