Podcasting Trends & Ad Revenue Forecast: $400M in 2011
Posted by Sebastien on the 2007/02/12 at 06:13
in Google, Podcasts, Podtrac, Revenues, Socio-Demographics, eMarketer -
Details of a new eMarketer report on Podcasting have surfaced in Media Week (via Frank Barnako’s blog)
Highlights:
- Spending on podcasting advertising will quintuple over the next five years, from a paltry $80 million base in 2006 to a $400 million market in 2011.
- eMarketer analyst James Belcher expects that by 2008, (Google) will develop a version of AdSense that can be easily adapted to podcasts, theoretically allowing any podcaster to add advertising.
- Market size: some 90,000 podcasts are available on the Web and there are close to 90 million iPods in the market
- Just 12% of Americans report having ever consumed a podcast and just 1% do so regularly, which translates to roughly 3 million people.
- Despite the small base of users, podcasting represents an attractive medium, given its targeting, its low cost and its obsessive/passionate user base but podcasting is thought of as a supplemental medium by advertisers.
- Several major brands have jumped into the medium. Podtrac, a startup that’s building a podcasting network, has run podcast campaigns for Warner Bros., P