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Nielsen Analytics’ Economics of Podcasting

27 Jul 2006 in Podcasting, Research by Garrick

Earlier this year, Nielsen Analytics surveyed a bunch of people in Las Vegas and found 102 people that described themselves as ‘regular podcast listeners’.

Thankfully, those 102 (77 men / 35 women) represented.

Some interesting bits

  • 61 people (50 men / 11 women) said they “always fast forward” advertisements
  • The survey found that the average length of the podcasts being listened to was 44 minutes. (Dave, isn’t that how long your walk is?)
  • The cumulative total of all monthly downloads for a given podcast series can hit 2 million. (No mention of how many were failed or actually listened to.)
  • Training, education, and other business-to-business oriented podcasts make more sense than entertainment podcasts.

Nielsen’s entire report is $1200 (I’d like to link it, but I can’t find a url that works). Now that’s how to make money podcasting.


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Comments (1 Comment)

I read somewhere that you’re based in the Twin Cities. A while ago one of your posts mentioned that a business based on podcasting could be a business that provides podcasting production to people with money but no time. Are there any companies like this in the Twin Cities area? (If you could e-mail me a response, I’d appreciate it).

Brian Piper added these pithy words on Aug 08 06 at 10:52 am

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