eMarketer: Podcasting’s Popularity Rises

NEW YORK Podcasting has evolved into a broader medium than ever, with mainstream capabilities, according to eMarketer.
The vast majority of the top-rated podcasts come from recognizable media entities that are using the format to broaden their existing radio, TV, cable or satellite audiences.
U.S. podcast use will increase steadily over the next five years, according to eMarketer.
By 2013, 17 percent of U.S. Internet users, or 37.6 million people, will download a podcast at least once per month, the communications and marketing research firm said.

That total is more than double the 2008 figure of 17.4 million people, or 9 percent of U.S. Internet users.