The latest survey of audio listening habits from RAJAR shows that podcasting reaches 17% of the UK population over 15, compared with 12% a year ago. Share of the total audio market isn't moving quite as fast - up from 3% to 4%.
Industry grandees think we should now start combining 'listen again/catch-up' figures with podcast listening; 'listen again' is often a misnomer, likely to be ticked in a survey when someone simply missed an episode, rather than enjoying it so much they went through it twice; and people who 'miss' an episode of The Archers might say they downloaded the podcast when they probably just 'caught-up'.
If you do that, the current combined share is 5%, compared with 4% a year ago.
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