Bridge Ratings Podcasting Study Looks At Potential Of Changing Distribution Model
January 25, 2016 at 3:56 PM (PT)
BRIDGE RATINGS has updated its "State of Podcasting" study with data from NOVEMBER 2015 and JANUARY 2016, concluding that while growth in the medium is occurring, it continues to languish because of several factors, from the name "podcasting" itself to the manner of distribution. But the study also suggests that a "significant distribution model will elevate much about podcasting."
The study offers suggestions to the podcasting industry based on its data, including renaming podcasting because while 64% of respondents could define it, the medium needs broader appeal with a name that explains it better like "audio on demand"; and placing podcasts on streaming platforms to make using them easier, the prospect of which doubled the number of respondents who said they would listen. The latter, the study asserts, would bring significant growth with improved audience data and revenue potential, better tracking of where and when ads are heard, real-time audience engagement, and mainstream awareness and use.
BRIDGE RATINGS President DAVE VAN DYKE said, “Before fielding this study.... we believed that moving the podcasting model to an on-demand audio platform should improve usability, but we didn’t expect evidence of such huge potential consumption growth to be so vivid.”
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