A Swedish podcast platform called Acast has been given a large investment in order to develop internationally. Acast is led by former spotify executive, Ross Adams and aims the platform at people who tend to watch reality TV shows such as Made in Chelsea and The Only Way is Essex. People who listen to podcasts typically tend to be in their mid 30s to 40s and a bit geeky. Despite this, Serial, one of the popular podcasts in the US has bought in a much larger female audience. "Voice triggers the imagination in a different way," said Martin, Acast's director of content, expressing that podcasts have a unique way in conveying information such as news or stories. many other influential people in he media, in particular, Barack Obama, have stated that podcasts are an upcoming form of media that may soon break into mainstream media.
- Acast, a Swedish podcast platform that received investment of £3.2m in May to develop internationally.
- On-demand audio grew by 34% in the UK in 2014, while 46 million Americans
- 17% of the population – listen to at least one podcast a month.
- “The traditional podcast audience in the UK is in their mid-30s to 40s and a bit geeky."
- Barack Obama acknowledged the power of the medium by appearing on an American podcast called WTF in June.
I think that podcasts do have great potential to become a well used form of media in society as people continue to find easier methods in accessing information and entertainment. Podcasts are a significantly easy way to get information as listening is much easier than reading. There is a possibility for podcasts to gain popularity however, podcasts have been in existence for a while and have reached low levels of acknowledgement, proving that ultimately podcasts most probably will not reach high popularity.
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