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‘Podcasting to Hit Critical Mass in 2010,’ Says Research Firm
Sunday, November 13th, 2005 at 2:00 PM - by Brad Cook
Research firm Bridge Ratings, which was established in 2002 to track radio listening trends, has released a report predicting that podcast audience growth should reach 45 million listeners by 2010. "Aggressive estimates place this number closer to 75 million by this date," the company said in a statement.
Bridge Ratings based its number on a survey of 4,400 radio listeners age 12 or higher in ten national markets. The firm also found that 4.8 million people downloaded a podcast from a radio station or other source sometime during 2005, up from 820,000 estimated podcast listeners in 2004.
According to the survey, 20% of them listen to podcasts on a weekly basis, while less than 20% of podcast users listen to the files on an MP3 player or other portable device. iTunes was the most often cited source for podcasts.
"[Future] growth will accelerate quickly due to the rapid acceptance of the technology by the radio broadcast industry in 2005 and Apple Computer's iTunes distribution," MarketWatch columnist Frank Barnako quoted Bridge Ratings CEO Dave Van Dyke as saying during a presentation during last week's Portable Media Expo conference.
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