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Report: Podcasting Awareness on the Rise

Infinite Dial report sees awareness grow 22% in two years

A new report detailing how people consume digital media is showing that one form of audio consumption — podcasting — is gaining new ground.

The 2017 Triton Digital and Edison Research Infinite Dial report looked at ways people use audio and video streaming services such as Pandora, Spotify, Netflix and Hulu. The report breaks down data about which services are most popular, how and when people listen to digital audio, and explores how Americans use social media.

While podcasting is familiar to those reading this publication, general familiarity of the format remained flat for several years, with very little movement between the years 2009 and 2015, the report found.

Last year, however, researchers said they observed a significant jump in awareness, the biggest jump since the years 2008 and 2009. It was nearly 10 years ago when the podcasting format gained wider consumption, with the likes of radio-television personalities such as Adam Carolla and comedian Ricky Gervais using the format to reach niche listeners and build an audience.

Now, the study is reporting that 60% of Americans ages 12 and older are familiar with podcasting, up from 55% last year. After six years of relatively static growth, awareness of podcasting has grown by 22% in just two years, the authors of the report said.

The results are based on a representative sample of 2,000 Americans age 12 and older. Surveys were conducted via mobile phone and landline.

According to Triton Digital and Edison, the Infinite Dial report is the nation’s longest-running study of consumer behaviors surrounding media and technology. Triton Digital is a digital audio measurement company studying consumer behavior, and Edison Research is a market research and exit polling firm that provides strategic information for media organizations.

The complete study was unveiled at a webinar on Thursday.