More than 18 million people in the US listened to a podcast in 2007, a number that is expected to increase dramatically over the next five years, according to eMarketer research reported by Webpronews.
eMarketer estimates that by 2012, 65 million people in the US will tune into a podcast each year, a 250% increase on current levels.
Of those, around 10% are likely to be podcast junkies who download something to listen to at least once a week.
Growing awareness of podcasting, particularly because of promotion by radio stations, a better understanding of how to use them and wider access to portable players and mobile phones that can play them, will drive the growth, eMarketer says.
And, naturally, the growing number of podcast listeners means podcasts will attract a bigger share of the advertising spend, from $165 million last year to $435 million in 2012.