In recent years, podcasts have seen an incredible surge in popularity. Edison Research is a team of researchers and thought leaders with expertise in both quantitative and qualitative research. According to their new numbers, 112 million American have listened to a podcast, which equates to 40 percent of the US. Moreover, 67 million Americans listen to podcasts monthly, which means 1 in 4 Americans over the age of 12 listen to podcasts on a monthly basis. To put that in perspective, 21 percent of Americans are Catholic—podcast listenting is more common than Catholicism in the United States.
On the last "page" of my iPhone screen, I have a collection of sub-folders that I use to organize apps according to how frequently I use them: "Seasonal", "Rare", and "Never".
In 2014, when Apple's stand-alone podcast app went native with iOS 8, I immediately placed the app exactly where it belonged: the "Never" folder. Not only was my life podcast-free, I really didn't even know what a podcast was.
Fast-forward to 2018, and my podcast app is front and center on Page 1 of my iPhone. I'm subcribed to about 50 different podcasts, and I can't remember the last time a day has passed without tuning into at least one podcast. As funny as it sounds, I don't know how I survived without them.
Below is my take on the driving forces behind the "podcast revolution."
The smartphone is the remote to our lives, and it has revolutionized the way we consume content. It's portable, permanent and the most powerful consumption tool in the history of mankind.
At the end of the day, all you really need to start a podcast is a cell phone or computer, an internet connection, and something to talk about. Even if you decide to make an investment into some audio and recording equipment, the costs are not crippling by any stretch of the imagination.
Podcasts are perfectly suited for in-car listening, and the modern technology of connected cars makes the process that much easier. Streaming your favorite audio is usually as simple as pressing a button. At worst, it may involve plugging a USB or auxiliary plug into your phone. Today's podcasts are yesterday's version of AM/FM and drive time radio. Now, though, our cars are going online.
The #1 reason podcasts have seen such enormous growth? They save us time. As a society, we typically care most about these three things (in this order):
Historically speaking, we communicate in one of three ways: video, audio or the written word.Podcast consumption offers the unique ability to multi-task. I can check my email, rock my son to sleep, or drive to Home Depot all while listening to a podcast. The same cannot be said for video or the written word. They require your full attention the moment you begin engagement.The podcast explosion has demonstrated that, from a technology standpoint, we will dramatically change our behavior if it delivers one of our most cherished commodities — time.
My wife now uses Instacart to grocery shop, and our groceries are delivered to our house. Why? Because it saves her time.
Uber has transformed into a billion dollar company. Why? Because Uber really isn't selling people transportation...they are selling people time.
Time. It's the one thing everyone needs more of, and we value it tremendously. So much so that we'll trade entertainment (music) for information (podcasting) to get ahead.
