iTunes, radio broadcasting drive podcasting

Apple's iTunes is driving the popularity of podcasting, a market which could reach up to 75 million people by 2010. A study of listeners conducted by Bridge Ratings in 10 major markets suggests that podcasting will be welcomed by the radio broadcasting industry, and that podcast audience growth is expected to reach between 45-75 million users in five years. The survey found that nearly five million people downloaded a podcast this year, and showed that 20 percent of users who have ever downloaded or listened to a podcast are listening to podcasts weekly. Additionally, less than 20 percent of those studied listen to their podcast downloads on an MP3 player or other digital device, according to the report. The reason for rapid growth is said to be "due to the rapid acceptance of the technology by the radio broadcast industry in 2005, and Apple's iTunes distribution." [Updated]

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Other story tags: iTunes