Podcasting has established itself as as increasingly formidable media option over the last 10 years.
With more than 60,000 active podcasters on iTunes, generating almost 30 million minutes of content in 2015 alone, podcasting continues to grow.
That’s one of the reasons why DMR/Interactive has teamed up with the Aggies.
Texas A&M University’s Digitial Media Research and Development Lab will be working closely over the next 12 months on the examination of the nation’s podcast space. Their findings will be released through a recurring series of insights and perspectives dubbed “The Download on Podcasting.”
“Radio’s traditional capital intensive barriers to entry including an FCC license, broadcast tower and studio facility, don’t exist in the same way anymore,” Andrew Curran, President and COO of DMR/Interactive, says of one’s ability to reach an audience with an audio presentation. “As a result, the theory of scarcity has undergone a paradigm shift to a model built on abundance.”
Dr. Billy McKim, an assistant professor at Texas A&M who serves as the director for the university’s Digital Media Research and Development Lab, adds that, when examining podcasting’s ascent in popularity, “it can be helpful to take a step back and look outside of radio. For example, craft beer now generates $22.3 billion in sales each year and continues to gain market share. What was once the hobby of beer enthusiasts has become big business. Podcasting is on the verge of experiencing a similar growth trajectory.”
Areas to be studied include the effort to develop industry wide audience metrics, increased competition for talent and audience, the continued role of consumer mobility in distribution and consumption, and case studies of best in class podcasts.
McKim is seeking contributors of data and insight to their yearlong series of podcast research reports. To participate, please contact him via email at [email protected].