US podcast audience to reach 38 million by 2013

March 6, 2009

eMarketer predicts that by 2013, 37.6 million Americans will be downloading podcasts on a monthly basis, more than double the 2008 figure of 17.4 million. Percentage-wise, podcast downloaders will grow from 9% in 2008 to 17% in 2013. 18- to 29-year-olds represent the highest proportion of podcast downloaders, according to the Pew Internet & American Life Project. The higher the level of education, income, and online experience an individual has, the more likely he or she will download podcasts. eMarketer