The Future of Podcasting
Measuring & Projecting
Behavior
Bridge Ratings & Research
Established 2002
Measures Radio Listening Behavior
All Sized Markets
Telephone Methodology
Quantitative + Qualitative
Projecting Future Behavior (Audience Attrition,
Audience Migration Studies
Podcasting,What We Measure
Number of Downloads
Time Spent Listening to Each Download
Cumulative Time Spent Listening
How Often Consumer Downloads
Listening Media,PC or MP3
Is Podcast Forwarded or Shared
Qualitative (age,gender,zip code,etc)
Podcasting,Methodology
Imbedded Email Questionnaire Applet
Opt-in Telephone Interviews
Under development
Tracer Cookies
State of the Podcast
P o d c a s t U s e ( E v e r ) P r o j e c t i o n s
0,7 5 0
3,5
6,5
1 4,6
2 2,7
2 8,4
4 4,0
1,0
5,0
9,3
2 0,9
3 2,4
4 0,5
6 2,8
1,2 5
6,1
1 1,3
2 5,5
3 9,6
4 9,5
7 6,7
0,0 0 0
1 0,0 0 0
2 0,0 0 0
3 0,0 0 0
4 0,0 0 0
5 0,0 0 0
6 0,0 0 0
7 0,0 0 0
8 0,0 0 0
9 0,0 0 0
2004 2005 2006 2007 2008 2009 2010
Y e a r
U
s
e
r
s
(
m
i
l
l
i
o
n
s
)
C o n s e r va t i ve
M o d e r a t e
A g g r e s s i ve
What We Are Projecting
2005,5 in 300 (1.6%) have ever
downloaded a Podcast,(5M)
20% download weekly (1M)
By 2010,60 Million/18 million weekly
2010 Podcasts will positively impact radio
by boosting tune-in
State of the Podcast
P o d c a s t U s e ( W e e k l y ) P r o j e c t i o n s
0,4 1 3
1,5 8
2,6 0
5,1 3
7,9 5
9,9 3
1 5,4 0
0,5 5 0
2,2 5
3,7 2
7,3 2
1 1,3 5
1 4,1 9
2 1,9 9
0,6 9
2,7 5
4,5 4
8,9 3
1 3,8 5
1 7,3 1
2 6,8 3
0,0 0 0
5,0 0 0
1 0,0 0 0
1 5,0 0 0
2 0,0 0 0
2 5,0 0 0
3 0,0 0 0
2004 2005 2006 2007 2008 2009 2010
Y e a r
U
s
e
r
s
(
m
i
l
l
i
o
n
s
)
C o n s e r va t i ve
M o d e r a t e
A g g r e s s i ve
The Future Relies on
Diffusion of Innovation Acceptance (how quickly the technology penetrates society)
+
Innovation Adoption Curve (Society’s tolerance for adopting new technologies)
Innovators = 2.3% of population
Brave consumers,pulling the change,Innovators are very important to communicating change in society,
Early Adopters = 13.5%
Respectable people,opinion leaders,try out new ideas,but in a careful way,
Early Majority = 34%
Thoughtful people,careful but accepting change more quickly than average,
Late Majority = 34%
Skeptical people,will use new ideas or products only when the majority are using it,
Laggards = 16%
Traditionalists,caring more for the,old ways”,are critical towards new ideas and will only accept
if the new idea has become mainstream or even tradition,
Projecting Podcast Users
Po d c a s t U s e,W k l y U s e r s v s,Ev e r
0,3 0 3
1,0 1
1,4 9
2,5 6
3,9 7
4,9 7
7,7 0
1 0,3 9
1 4,0 3
1 8,9 4
2 7,4 6
3 2,7 8
3 4,4 2
3 6,1 4
3 7,9 5
3 9,8 5
4 1,8 4
1,0
5,0
9,3
2 0,9
3 2,4
4 0,5
6 2,8
7 8,6
8 2,5
8 6,6
9 0,9
9 3,7
9 8,3
1 0 3,3
1 0 8,4
1 1 3,8
1 1 9,5
0,0 0 0 2 0,0 0 0 4 0,0 0 0 6 0,0 0 0 8 0,0 0 0 1 0 0,0 0 0 1 2 0,0 0 0 1 4 0,0 0 0
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
Ye
a
r
U s e r s (m i l l i o n s )
Ev e r
W e e k l y
Pe n e t ra t i o n C ri t i ca l
M a s s R e a ch e d
2007
Projecting Podcast Users
1 2 + Po d c a s t U s e M o n th l y
90
165
216
320
540
82%85%87%
88%90%
18%15%
13%12%
10%
3
5
6
8
12
0
100
200
300
400
500
600
Q u i n ti l e I Q u i n ti l e I I Q u i n ti l e I I I Q u i n ti l e I V Q u i n ti l e V
M
i
n
u
te
s
T
SL
0
2
4
6
8
10
12
14
T SL % PC % M P3 # D n l d s
Summary
5 million Podcast Users in 2005
Average User,6 downloads/month
Average User Spends 4 hrs/month
> 20% Currently Listen on MP3
63 million Projected for 2010