PODCASTING MARKET ANALYSIS

Market Concentration and Competitive Landscape

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Rising interest in on-demand audio content

As people increasingly consume content on- the- go via their smartphones and other devices, there has been huge popularity of on-demand audio formats. Podcasting provides listeners with a convenient way to enjoy informative and entertaining audio programs while commuting, exercising, or performing other tasks away from traditional media devices. Creators are also exploring podcasting as a way to build engaged audiences and distribute unique content outside traditional broadcasting formats. The format allows shows to find niche audiences by specializing in specific topics, personalities and genres. Listeners appreciate having full episodes easily available to stream or download on their schedule without constraints of linear programming. Podcast platforms also offer recommendation features to discover new shows based on listening habits. This growing demand for audio content consumption via mobile and digital platforms anytime and anywhere continues drives the podcasting market growth as listeners and creators recognize its advantages over other mediums.