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What’s Behind Podcasting’s Ongoing Success

Having been around for only a little over 10 years, podcasts are still a relatively “new” part of our business.  Only in recent years, though, have we seen podcasts achieve what some might term mass market appeal.  The financial story, with some estimates touting that podcast advertising will hit 1 billion USD in 2020, further underscores how podcasting has grown into a successful business model for our industry.  As consumer researchers, the team at Global Media does not envision this level of growth stopping any time soon.  As of 2019, 41% of monthly podcast lis