Podcast advertising grew substantially in 2006, but it will remain a niche for the foreseeable future, according to an eMarketer report quoted in MediaPost.
“Podvertising” will grow five-fold during the next five years according to eMarketer, but the company says podcasts will always have a limited audience. “Despite an incessant buzz about the medium, regular podcast users are still rare,” according to James Belcher, eMarketer senior analyst.
Many folks were very upset with me when in December I wrote that podcasting as a source of revenue is over-hyped and will never be an impact media. The folks at eMarketer seem to be agreeing with me to some degree.
Podcasting generated $80 million in ad revenue last year. With more than 90,000 podcasts available, that means the average podcast generated less than $900 for the year in ad revenue. Is that a business model? By comparison XM Radio has revenue […]
Published by John Gartner
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