According to this Nielsen NetRatings PDF
Nielsen pegs the audience at about 9.2 million people. I know – those numbers are easily dismiss-able by radio folk. Enjoy that while it lasts.
Here’s the demo details
As is often typical with new technologies, young people are more likely than their older counterparts to engage in audio or video podcasting.
Web users between the ages 18 and 24 are nearly twice as likely as the average Web user to download audio podcasts, followed by users in the 25-34 and 35-44 age groups, who were also more likely than the average Web user to do audio podcasting.
Video podcasters trended a little older, with 25-34 year olds indexing the highest. Web users above the age of 45 were less likely than average to engage in podcasting of either sort.
Here’s the thing – radio has the most to gain by taking over podcasting as IT’S tool.
We in radio have the ability to bring the idea of “tivo for your radio” to our listeners as OUR innovation – rather than something we’re being forced into by competitive pressures.
Why does it appear we are willing to WAIT for a mainstream audience to develop around podcasting – when it should be RADIO that builds podcasting into a mainstream activity around OUR content?
Let’s get PROACTIVE and tackle the rights issues and get this thing working for us. Heh?