The company Clammr recently published an interesting survey on the future of podcast, which outlines the current media landscape and what should be done for it to grow further. According to them, the two biggest challenges are to make podcasts more visible / social (to facilitate the first contact of possible listeners) and to see a clear way to make programs profitable.
But in addition to this conclusion, there are very interesting data in this research.
Searches related to podcasts as a whole have grown in the last year (slide 5). They conclude that 66% of the audience listens to their podcasts on tablets / smartphones (slide 12) and that, despite having “only” 41% of the American market share, iOS represents 82% of the podcast audience (slide 13).
Speaking specifically of Apple's mobile operating system, the Podcasts app used by 78% of podcast listeners (slide 14) is largely influenced by the company's decision to make it native on iOS 8.
Amazing how iOS, even with a smaller market share, still manages to be more relevant than Android in many ways.
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