Report: Podcast Popularity Matches that of Blogs
Today, Nielsen/NetRatings reports that the number of Americans downloading and consuming podcasts is now neck-and-neck with those publishing blogs. About 6.6% have recently downloaded an audio podcast, while 4% have downloaded a video podcast. Nielsen estimates that about 4.8% of Americans publish blogs. But while podcasting numbers are up, both pale in comparison to other online activities like bill-paying (51.6%) and job hunting (24.6%).
“The portability of podcasts makes them especially appealing to young, on-the-go audiences,” said Nielsen analyst Michael Lanz in a statement. “We can expect to see podcasting become increasingly popular as portable content media players proliferate.” Younger people download more podcasts than older ones. And both audio and video podcasters are more likely to use Macs and visit Apple-related websites.
According to Nielsen, even though listening to or viewing a podcast doesn’t require one, podcasting’s growth has been spurred on by the proliferation of iPod sales. “Competitors to the iPod are now in the marketplace, but Apple got a big head start,” adds Lenz. “It will take time before other portable media players make significant in-roads with the early-adopters who are currently podcasting.”
Reader Comments.
- Pingback from Blogging from the Alley » Blog Archive » Nielsen/NetRatings Reports Podcast Consumption Numbers = Blog Publishing
This morning I’ve read numerous articles about this Nielsen study. Am I missing something here? I don’t see how this study shows that “podcast popularity matches that of blogs.”
The study claims that “consumers” of podcasts outweigh “publishers” of blogs. How does that make podcasts as popular as blogs?
That is akin to saying viewers of online video outweigh producers of television content. While this statement is probably true, it doesn’t make online video more popular than television.
While I agree that podcasting is experiencing incredible growth and will continue to do so, I don’t agree that its popularity has equaled that of the blogosphere.
You better get used to these types of stats, especially with the ever-increasing popularity of the iPod video and similar gadgets. The iPod video will do to video what the iPod did to music: make old-fashioned distribution channels (almost) obsolete.
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I seriously doubt anyone is going to catch up with Apple any time soon.
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