Report: Podcast Boom Is Here To Stay

According to a new report from the Radio Advertising Bureau, 44% of the U.S. population has listened to a podcast.

And that an increase from 2006 where the figure was 11 percent.

The 2018 Infinite Dial by Edison Research and Triton Digital found that podcasting remained an emerging source of entertainment and information with 73 million Americans listening to a podcast every month, 48 million Americans listening weekly, and the average listener taking in 7 podcasts per week.

RAB says that radio outlets and their personalities are tapping into the world of podcasting in a very big way with iHeartRadio, Cumulus/Westwood One, ABC News Radio, Entercom, Hubbard Radio and 44% of local radio stations producing and purveying original content. And through content and distribution partnerships with podcast production companies, the depth and quality of audio content has never been better.

Podcasting in its simplest form is audio programming, available on-demand, and offers a unique way for brands to partner with broadcast radio. The Westwood One Podcast Network has grown with popular podcasts that resonate with audiences, such as "The Ben Shapiro Show," "The Jim Rome Podcast," "Talk is Jericho." Last year iHeartRadio saw a 60% increase in podcast listenership as it's the standalone #1 podcaster among commercial broadcast radio companies, with 525 original and branded podcasts spanning 18 different categories, from business and sports to science and entertainment.

The podcasting boom is here to stay, concludes the RAB, and brands are recognizing that in a big way as they continue to leverage the medium to engage and tell their stories to targeted consumer groups.