Updated Wednesday November 22, 2006

The Bridge Ratings Podcast Update reveals a growing number of internet users (10%) say they have downloaded a netcast/podcast so they can listen to it or view it at a later time. This finding compares to the 5% of internet users who reported netcast/ podcast downloading in our July 2006 survey. However, few internet users are downloading podcasts with great frequency; in both surveys, just 1% report downloading a podcast on a typical day.

However, when the streaming of audio/video netcasts are added to the usage, the numbers increase signficantly. The number of internet users who say they have downloaded or streamed a podcast/netcast jumps to 18% (vs. 10% download only) and the number who report downloading or streaming netcast content on a typical day increases from 1% to 5%.

Men are more likely than women to report podcast downloading; 12% of online men say they have downloaded a podcast, compared with just 6% of online women. And those who have used the internet for 5 or more years are twice as likely as those who have been online two years or less to have downloaded a netcast/podcast (11% vs. 5%).

These results come from a nationally-representative telephone survey taken between from October 21 – November 22 of 4400 persons 12 years of age and older. The portion of the survey that covered netcast/podcast use included to 440 internet users. The margin of error on the netcast sample is plus or minus 4.5 percentage points.

The chart below displays netcast/podcast use trends over time. For example, of those who said they have ever downloaded some sort of netcast, 65% said they listened to a netcast/podcast in the last 30 days.

Bridge Ratings predictive analysis of netcast/podcast use trends has adjusted its estimate of potential netcast/podcast users based on this study and its responses at this moment in time. We have adjusted our end of 2006 estimate of the podcast universe from our original 9 million to 8.5 million people who will have listened to a podcast at any time during this year. iTunes continues to be referrenced as the most often accessed portal for podcast downloads growing from July 2005's 63% to November 2006's 72%.

The study reveals that two different metrics define the podcast user universe: Weekly users and those that have ever downloaded and listened to a podcast.

The study shows that currently approximately 20% of users who have ever downloaded and listened to a podcast do so on a weekly basis. This group downloads an average of five podcasts per week and spends approximately three-and-a-half hours a month listening to the podcasts they download.

More interestly, on average less than 20% listen to their podcast downloads on an MP3 player or other digital device. This metric has not changed since our initial study of podcast behavior in July of 2005.

For a look at the Bridge Ratings study as presented at the 2006 "Portable Media & Podcast Expo" in Ontario, California, see below.

See Study Presentation - Click Here

*Total Sample = 4,400 listeners 12+.
Internet Sample = 440 listeners 12+.

Podcast Sample error = +/- 4.5%

*Markets including in this study: Los Angeles, San Francisco, Seattle, St. Louis, Chicago, Boston, Washington, DC, Miami, Dallas, Atlanta.

Bridge Ratings is a media consumer ratings and research company based in Glendale, California. We are dedicated to providing on-going, immediate, reliable, useable and affordable audience measurement services for the radio industry. Our methodolgy is based on sound consumer research principles. We are in the business of tracking listeners - not listening. Because we are a true research company we offer flexibility