On the Rise of Podcasts

In an excellent New York Times piece titled “Podcasting Blossoms, but in Slow Motion,” Farhad Manjoo explores the slow rise in the popularity of podcasts. They’ve been around for about a decade, but people listening to them appear to be in the minority. It’s only with the advent of last year’s hugely popular Serial that podcasts have gotten more attention (at least, based on my anecdotal evidence). Here are some facts:

Yet the overall audience for podcasts is growing very slowly. In February, Edison Research reported that 17 percent of Americans had listened to one podcast in the previous month. That is up just slightly from Edison’s 2012 survey, when 14 percent of Americans had done so. The business also has some problems, including a labor-intensive ad-buying process, a shortage of audio producers and the inability to accurately measure who is listening.

Here’s Manjoo on whether podcasting is gaining steam:

So don’t call podcasting a bubble or a bust. Instead, it is that rarest thing in the technology industry: a slow, steady and unrelentingly persistent digital tortoise that could eventually — but who really knows? — slay the analog behemoths in its path.

It appears that those who listen to podcasts really, really enjoy them and devote a significant amount of time to the medium:

The share of podcasts in Americans’ diet of audio programming grew by 18 percent from 2014 to 2015, according to Edison. People who listen to podcasts daily spend about two hours a day, on average, with podcasts, a larger share than for any other form of audio, Edison reported.

A profile of Mystery Show, which is one of the podcasts I just started listening to this week:

For instance, the premise of “Mystery Show,” Gimlet’s newest production, which began playing last month, sounds a bit like a stunt. On each episode, Starlee Kine, a longtime public radio personality, solves mysteries for people. But Ms. Kine does not investigate the kind of serious mysteries addressed by the producers of “Serial.” Instead her inquiries are the sort of ridiculously fun questions that no journalist would ever get paid to answer. Why, for example, was Britney Spears once seen carrying a book by a writer that no one ever reads?

Here are my top five podcasts, which I enthusiastically recommend:

1) Design Matters with Debbie Millman
2) 99% Invisible
3) Exponent
4) Sleep With Me (to help you fall asleep–it works! Here’s one story.)
5) Radiolab

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What podcasts have you been listening to lately? Which ones are some of your favorite?

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