UK : Podcast demand on the rise

Posted by Diana Epstein on March 23, 2006 at 2:09 PM

Podcast popularity is on the rise as half of UK publishers expect to launch a podcast in the next six months, according to a recent poll conducted by Association of Online Publishers. Many newspapers like the Guardian Unlimited, New Scientist, and the BBC rank at the top of the download list of newspapers that have taken the step towards incorporating podcasts.

New research shows that a quarter of all adult Internet users will listen to a podcast in the next six months, according to market research company BMRB. The study found that 17 per cent of adult internet users have listened to a podcast in the past six months (rising to 28 per cent among 16-24 year olds), and some 24 per cent are likely to download a podcast in the next 6 months.

“The findings suggest that up to 7.9 million adults could be downloading podcasts in the next six months, which represents a massive opportunity for advertisers and media owners alike,” said BMRB marketing director Steve Cooke.

Source: Association of Online Publsihers

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