Podcasts have gone from a mere niche product to something increasingly mainstream, especially among younger people in Atlanta and elsewhere.
Millennials have embraced podcasting at a higher rate than their older brethren. This generation has come to expect entertainment available at their fingertips anytime, anywhere, and podcasts fit the bill.
About 27 percent of millennials listened to a podcast last month vs. 24 percent of Generation X and 11 percent of baby boomers, according to an Edison Research study earlier this year.
“When I’m sitting in Atlanta traffic, I prefer podcasts,” said Matt Lovell, a 31-year-old Jonesboro restaurant consultant. “I hate hearing the same songs over and over. I also travel a lot. I download podcasts for the plane. It’s consumable anywhere in the world. It automatically deletes after I listen. Technology has come a long way the past couple of years.”
In his Chevy Impala, his phone now syncs with the console, so his Pandora and podcast apps come right up when he turns the vehicle on.
But, as the Edison study shows, the slightly older Gen X’ers are not far behind in their usage of podcasts.
“I used to be a big talk radio guy,” said 41-year-old Marietta resident Austin Long. “I listened delivering pizzas. Sports. Rush Limbaugh. Whatever. Then, in 2008, I started finding podcasts. I didn’t have to sit through commercials and the ones that happen on podcasts come and go quickly.”
Now, he rarely if ever goes to AM/FM radio as a source of entertainment.
The podcasting world, though, is still heavily populated by amateurs. Tom Cochrane, who runs the annual Podcasting Awards, estimates there are about 120,000 to 130,000 active podcasters available on iTunes. Most do it out of their homes. Few have radio backgrounds. Most make no money whatsoever. He said only a few stick it out long-term.
The most dedicated podcasters frequently do it out of love for the subject at hand and a desire to connect with like-minded listeners.
“You might feel like you have a relationship with a talk show host,” Cochrane said, “but very few people can get through on the phone for a syndicated show. In most cases, a podcaster will respond to you in a day. They’ll read your comments on air. There’s very tight interaction. Podcast fans actively listen, as opposed to using it as background noise.”
Video is the sexy medium online nowadays. Check out Snapchat, Facebook Live and YouTube for proof. But audio still has a place in this world.
“I clean the house, I run a marathon, I go on a road trip or have a long commute,” Bryant said. “Video is no good for those situations. You can just throw on earbuds to be entertained and educated at once.”
While the recent Edison Research survey showed only 36 percent of the population has even heard a single podcast, access will only get easier as more vehicles gain Wi-Fi capability.
“At some point, terrestrial radio will become secondary to listening to radio and podcasts online,” predicted Doug Stewart, a Cobb County-based sports talk host, who does his own daily podcast. “I’m in a good place with my business model.”
PODCASTING STATISTICS
Awareness of the term “podcasting”
2006: 22 percent
2011: 45 percent
2016: 55 percent
Percent who have ever listened to a podcast:
2006: 11 percent
2011: 25 percent
2016: 36 percent
Percent who listened to a podcast in the past month:
2006: 9 percent
2011: 12 percent
2016: 21 percent
Gender breakdown
2013: Men, 15 percent. Women, 9 percent
2016: Men, 24 percent. Women, 18 percent
Average number of podcasts a regular listener catches per week:
five
Device used most often to listen to podcasts:
2013: computer (58 percent)
2016: smartphone/tablet (71 percent)
Source: Edison Research, January, 2016
Top 10 most popular podcasts, Aug. 5, 2016
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“Science Vs.”
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“Revisionist History”
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“TED Radio Hour”
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“This American Life”
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“Stuff You Should Know”
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“Radiolab”
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“Radiolab Presents: More Perfect”
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“Invisibilia”
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“NPR Politics Podcast”
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“Serial”
Source: itunescharts.com
AGES OF ATLANTA
This is the fourth in a five-part series about how age shapes life in Atlanta, from faith and food to music and media,
• In part one, read about how baby boomers and millennials are shaping the way we live in Atlanta
• In part two, we look at how music is a common tie for Atlantans of every generation
• In part three, learn how metro Atlanta faith leaders are working to bridge the generational divide.
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