AfterPod — Simple Podcast Math

GluedToTheScreen
May 25, 2018 · 2 min read

There’s a lot going on in podcasting… exciting times for this emerging media segment and the future looks bright. Now might be a good time, though, to take a step back and add a little perspective.

Although consumption has almost tripled in the past decade, only 26% of Americans 12+ listened to a podcast last month.

Month.

Image for post
Image for post
Edison Research (April, 2018)

Apple vs Google

Lusting for new listeners (and viewers… there ARE video podcasts), many podcasters think a native Android podcast app has the potential to significantly increase audience… that Google will add a dramatic boost to the industry.

I think they are grossly over-estimating the impact.

Besides, while a native app might help nominally, it’s not like there aren’t any apps that do the job… there are MANY.

What if…?

Image for post
Image for post

Yet, there would still only be 52% of people enjoying podcasts.

Monthly.

And 48% still sitting on the sidelines.

Monthly.

How Large is the Total Potential Audience?

However, it will take a lot more than a native Android app — or any typical media player — to make that happen.

Just my opinion.


From time to time, I write about podcasting and usually link to the articles on AfterPod.com as well as post on Twitter. Here’s a recent one about podcast hosting companies.

I’m also creating a web media tool for people who want to access internet resources in a more intelligent manner. You can see the first deployment, still a work-in-progress, at podDVR.com.

If you’re an experienced tech or innovative marketer, let’s talk about how we can influence the future of web media together. I can’t do this alone.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store