This document summarizes key findings from the 2008 Arbitron/Edison Internet and Multimedia Study regarding podcast consumption. Some key findings include:
- Awareness of podcasting has stabilized at 37% of the population.
- Listening to and viewing of podcasts increased significantly from 2006 to 2008, with 18% having listened to an audio podcast and 16% having watched a video podcast.
- Podcast consumers tend to be younger, more educated, have higher incomes, and spend more time online than non-consumers. They are also more likely to purchase digital content and block advertising.
- Most podcast consumption occurs on desktop computers, though mobile phones are increasingly used. The television writers' strike
1. The Podcast Consumer Revealed 2008
The Arbitron/Edison Internet and Multimedia Study
Tom Webster - Vice President, Strategy and Marketing
Edison Media Research
April, 2008