According to Brandastic, podcast listeners consume an average of seven shows per week, and around 24% of the U.S. population (68 million) listen to multiple podcasts weekly.
"If the podcast industry is willing to recognize 30 seconds of listening as worthy of credit over "genuine engagement," then radio has every right to examine whether its own standards should evolve as well."
Here’s the question: Will another research company have an opportunity to overthrow King Nielsen? Will radio and audio measurement change? I expect we’ll see a new landscape by the end of the decade.