Report claims lack of streaming is holding back podcasting

From a new report from Bridge Ratings:

In 2015, 12% of 18-34 year olds in our panel indicated they listened to at least one podcast in the past 7 days. If podcasts were available through streaming 33% would listen at least once a week.

I don’t understand why a different delivery method is expected to change consumer behavior. Certainly an argument could be made that on-demand streaming may improve discoverability, but why would streaming drive more consumption?

My guess is that this is the old problem of asking people about future behavior rather than observing it. How can Bridge Ratings prove their hypothesis? The Overcast app on iOS has been able to stream episodes instantly since its 2.0 release last year - I would try and get actual user data from there rather than relying on asking users about theoretical future behavior.

Back