eMarketer published an interesting article on Monday noting that the current active podcast audience (meaning people who download one or more podcasts per week) is 6.5 million, while the total audience is 18.5 million. They estimate that 2008 will see a 54 percent increase in active listeners (up to 10 million), and a 51 percent increase in total listeners (to 28 million). The total increase by 2012 is estimated to be 251 percent, with an active audience of 25 million and a total audience of 65 million.

While less relevant to listener-supported media outlets like the Orthodox Christian Network, advertising dollars spent on podcasting is also increasing dramatically, with $165 million spent in 2007 and an estimated $240 million to be spent in 2008 (going up to an estimated $435 million by 2012).

eMarketer attributes the growth of podcasts to several factors:

• Greater ease of consumption for podcast content
• Growing awareness of podcasting
• Terrestrial radio’s use and promotion of podcasting
• Increased penetration of portable player
• The evolution of smart phones and proliferation of affordable mobile data plans

All of this bodes well for Orthodox podcasts (such as my own Get Wisdom podcast and others streamed by the OCN). Contrary to many predictions that podcasting is dying, studies such as eMarketer's show that not only is the medium thriving, but it is predicted to continue experiencing dramatic growth. This is a great opportunity for Orthodox Christians on every level, from individuals to parishes to dioceses and national jurisdictions, to engage in a growing and cost-effective form of education and outreach.

If you are thinking about engaging in podcasting, you might be interested in my mini-series on selecting and using equipment to record a podcast:

1. Choosing a microphone
2. Choosing an interface
3. Choosing a channel strip
4. Choosing software
5. Choosing music