Bridge Ratings Offers 'Podcasting Audit' Highlights

Looks At Podcasting

BRIDGE RATINGS has released some details of its first-ever "Podcasting Audit," with figures showing the medium's growth, pricing, and scenarios for future development.

Among the findings, revenues have grown 25% over the past five years, and the average CPM has risen to $20 from $11 in 2010.  BRIDGE President DAVE VAN DYKE said, “The drivers for great growth of podcasting (ease-of-use distribution models, in-car adoption and professionally produced content) are not unrealistic.”   However, listening to podcasts has shown somewhat slower growth, with the number of listeners up 8% in the last 5 years and the number of listens to shows up 11% in the same period.

The study also looked at how podcasts acquire listeners -- well-known hosts, cross-promotion on other popular podcasts, social media, traditional media, and getting positions on iTUNES top 10 lists.  And the audit noted that podcast pricing is at a higher level than other media, but that they get their price because they deliver greater engagement.

Finally, the study examined growth scenarios for the medium, with the greatest growth projected from the assumption that podcasting moves to a streaming model, a suggestion proposed by BRIDGE in its earlier releases on podcasting.  Otherwise, in the current distribution model, BRIDGE forecasts more modest growth and niche positioning.

See more from the audit by clicking here.

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