Four obstacles podcasting must tackle to take its seat at media’s top table

Highlights four key obstacles in podcasting, derived from findings of the flagship study of consumer media and technology habits by Edison Research.

Audio: Prospering in the ever-present medium

This article is part of a series of articles on audio – prospering in the ever-present medium.Read more.

Need to know

  • Podcast consumption continues to rise, with 32% of Americans aged 12 or over having listened to a podcast in the last month
  • However, while further growth is likely, the podcast market must overcome a number of potential constraints
  • Podcasting's ‘Share of Ear’ has more than doubled since 2014, but the ratio of music to spoken word programming has shifted only slightly – over three-quarters listening remains music-based. The lack of music...

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