There has been an explosion of interest in podcasts during the past couple of years. As the Sunday Times has pointed out: ‘How remarkable it is that, just as radio nudges towards its century, the world is rediscovering through podcasting the power, influence and singularly intense pleasure of audio.’

According to a recent report from Ofcom, the medium is booming. During 2018 around 7.1 million people in the UK now listen to podcasts each week. That’s one in eight people and is an increase of 24 per cent over the past year – and more than double over the past five years.

Meanwhile, 22 per cent of people who own a smart speaker use them to listen to podcasts – one in five homes in the UK now own one or more smart speakers

According to Ofcom’s Director of Market Intelligence, Ian Macrae: ‘Podcasts are transforming the ways people listen to audio content, just as on-demand video is changing how people watch television.’

City AM described the explosion of podcasts as ‘an advertisers’ dream’, adding: ‘If consumer attention is moving to a channel at such a pace then some of that has got to create fertile land for businesses to be engaged in.’

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