Connected Cars Revived Podcasting, Says Report

Podcasting, a term for a  genre of narrative audio, is a portmanteau of the words “pod,” borrowed from Apple’s iPod, and the word “broadcast.” The new digital medium grew popular and eventually withered sometime around 2009 and 2010 following the introduction of video streaming and music streaming. 

New York magazine writer, Kevin Roose, has written an article about the resurrection of podcasting. While “on-demand” audio streaming paved the way to the revival, economics and improved quality were also seen as strong contributing factors, writes Roose. 

Podcasters are simply doing it better these days. Three popular podcast shows include “Serial,” “99% Invisible,” and “StartUp.” Producing a podcast is also cheaper than a regular TV or radio show. But according to Roose, the biggest factor to its renaissance is the car. Yes, the vehicle. 

The usual commute time was the secret to the success of radio programming (44 percent of the overall radio listening time took place in the car.) Since commuting listeners are tuned in for longer periods of time, advertisers are paying more for radio slots. 

It’s worth noting that radio is still popular nowadays. 91 percent of Americans, ages 12 and above, listen to the radio on a weekly basis, according to the Pew Research Center and Nielsen Audio. The rise of the connected car amplified podcasting. 

Platforms like Apple CarPlay and Android Auto make it easier for consumers to listen to their favorite podcast shows. GMSA, a mobile research group, predicts that 50 percent of cars in 2015 will be connected to the internet. By 2025, it will be 100 percent, GMSA added. 

Source: New York Magazine