Popular podcasts have been able to create a successful revenue model as well, say analysts.
As radio fades in the new world of digital media, podcasting has become hot. In less than 15 years, on-demand podcasts have become a key part of the media landscape that is luring advertisers to a market that is worth tens of millions of dollars and growing.
According to Edison Research, 124 million Americans listen to audio podcasts including 73 million on a monthly basis. ”Podcasts are now getting to the point where they sit alongside other forms of premium media like video and books and television and music,” said Matt Lieber, a co-founder of Gimlet Media, a major podcast producer. "Now there are reviewers of podcasts. The Financial Times has a person on staff that reviews podcast. It’s almost like if you’re not listening to podcast you’re out of the loop.”
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