A decade ago, one year before the launch of Serial, you could be forgiven for thinking podcasting was destined to be another casualty along what we used to call the “information superhighway.” Monthly podcast listening had stalled at 12% among Americans aged 12+ in the Edison Research Infinite Dial – down 2 points from 2012. Fast forward to 2023. The latest Infinite Dial pegs monthly podcast listening at 42%. That’s a 350% increase in just 10 years. Does that make podcasts a “mass medium”? The numbers are certainly pointing in that direction.
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