The Current State of Podcasting
This morning the keynote was done by a couple of advisors to politicians. They had some slightly interesting points, but mostly it turned into them complaining about the other political party.
So I left. A lot of people did.
But now I’m in with a very interesting group of podcasters learning from Tom Webster. He is a New Media guy that is able to share some statistics and information on podcasting.
In 2006, a lot of people entered podcasting. They thought it was the next big thing. A lot of the businesses back then that supported podcasting are now gone.
About 45% of people now know the term podcasting. (Only 85% of americans are online.) About 23% of these people have listened to a podcast, 20% have watched a video podcast. Therefore, overall 11% and 12% of Americans have listened or watched a audio or video podcast.
Initially, people listened to podcasts because it is unique content. Now it is because it is convenient and easy.
In 2006, a large percentage of podcast listeners were in the 12 to 17 age group. Now, no particular age group is dominating. It is becoming more rounded out.
Teens, Tweens, and Young Adults are fragmenting. They are not going to any one source for their media. But they will re-aggregate around new norms. There is an incredible opportunity to cater toward that age group. They are searching and will gather again if you build it. This age group in particular is a huge wide open growth opportunity.
Podcasting has now “jumped the chasm”. When reviewing the statistics, you see that podcasts are now being watched by many that are not “early adopters”.
Another huge opportunity is podcasting for local. Daily newspapers are failing across the country. Many average size cities only have one. These same cities may have a few tv networks. Most have many, many radio stations. Those stations are mostly public radio that is not serving the local community. A lot of local radio stations will probably fail. People are moving very fast toward Pandora. Good local news has plummeted. Local media cannot afford quality content. People are leaving.
You have just as much right to provide local content. Traditional media is rapidly abandoning “local”. Think big. Fill the gaps. Local is a huge opportunity. This may even be picked up by local stations.
The mass appeal and long tail both exist in podcasting. However, there is a lot of mid-range that is still available to be taken. Niches are for SEO. Go after a larger audience, when podcasting.
More and more people are consuming audio and video content online as opposed to downloading it. Podcast consumption is happening more and more at the desktop (as a percentage). Perhaps more people are downloading, but even more people are watching at the desktop. Also, more and more are probably watching on iPads throughout the house, such as in the kitchen or while doing laundry. Try catering to that opportunity.
Tom also mentioned that mainstream people may not fully understand exactly what feeds are. People simply want to watch (or listen) “now” or “later”. Try to make it simple for people like that.
People that listen to podcasts are much more active in social media. Don’t just send your feed to iTunes. Get active and market your show.
There was a whole ton of statistics from Tom Webster. I’m hoping to get those slides to review the statistics. They were amazing.