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Podcasting Becomes Even More Important as Google Adds Support for Android

Google launched its portal for podcasters back in October

BINGHAM FARMS, Mich.� Jacobs Media�s new Web study of radio listeners shows a big increase in the importance of podcasting and on-demand programming.�Both show impressive gains.

The Techsurvey12 was conducted from Jan. 19�Feb. 22 of this year. Stakeholder stations participated in a recent webinar, and the results of the study will be released over the next few months.

In the survey, the media habits of 12 format-core audiences along, and four generations, are examined. �From �Boomers� to �Millennials�, different patterns of consumption emerge, providing radio broadcasters with information from which they can map out game plans and strategies,� according the Jacobs� Media�s blog on this topic. �Techsurvey12 provides two different pyramids for stakeholder stations. The Media Usage Pyramid contains broad categories from smartphone and tablet ownership to audio and video streaming. The Brand Platform Pyramid shows brands such as Hulu, TuneIn, and Amazon Prime.� Let�s take a look at the usage platform.

Please take note of the following:

  • � �More than 90% of respondents spendat least one hour per daywith radio and/or television, the foundation of this pyramid.
  • � � ��84% of respondents now own a smartphone, and 66% have a tablet.
  • � � � ��Nearly half the respondents own a �smart� TV or use Apple TV or Chromecast.
  • � � � ��57% of respondents use streaming audio at least once per week.
  • � � � ��Penetration of �Connected cars� has reached 20% with these respondents.
  • � � � ��Podcasting has seen a large increase year over year: 28% have now listened to a podcast, or on-demand audio, at least once in the last month.� Last year this figure was at 21%.

The publishing of podcasts has gotten even easier since Google launched its portal for podcasters back in October of last year.� �…We�re launching a portal for podcasters to start uploading their shows to Google Play Music before we open up the service to listeners. Along with direct searches and browsing for podcasts, the service will connect new listeners with podcasts based on what they�re doing, how they�re feeling, or what they�re interested in. �Similar to our contextual playlists for music, this will give podcast fans and new listeners a way of finding and listening to content that�s unique to Google Play Music. Podcasters in the US can start uploading shows now at�,� according to a blog entry from that date.

Up until now the vast majority of usage of podcasts has been via Apple devices. �70% of all consumption happens in either iTunes or Apple�s Podcasts app. This has led many to speculate that the single biggest thing that could happen to podcasting is Google�s embrace of the medium,� according to Jacobs Media.

��…today, (Google) made its new directory available to the public. The rollout in the Google Play Music app will be gradual, so it may take some time before you see the new directory on your Android phone.

�The big takeaway here is that for Android mobile users, podcast access has been somewhere been arduous and clunky.� That�s about to end, making it easy for �the other half� of smartphone owners to seamlessly access podcasts.�