Interesting numbers on podcasting from Emarketer. (I yelled over to Heather and told her I was blogging this, and she said, “I find those numbers really hard to believe.” ie. She finds them high.) With that caveat… Emarketer reckons the market for podcasts in the U.S. was 18.5 million people in 2007, and will reach 28 million this year. Advertising revenue for those podcasts was $165 million last year. (There are also bullish revenue forecasts, but I learned my lesson on them nearly a decade ago.)
One note: Only about one-third of podcast listeners, an estimated 6.5 million people last year, ranked as an “active” user. That’s someone who downloads at least one podcast per week. In my iPod and laptop-wielding family, I’d say all five of us fit within the larger group. But I’m the only “active” member.