eMarketer recently issued their annual US podcasting audience report, which overall, seems very encouraging both in terms of usage trends as well as advertising opportunities. The report mentions the movement of major media into this space and how this is helping to attract advertisers. It also points to the iPhone as a major factor that’s igniting this growing interest.

When the iPhone exploded onto the market, it certainly turned the conversation back to mobile (in a good way) here in the US and even abroad where Europe and Asia are further ahead. It also shifted the focus from the carriers and the concept of ‘on-deck’ towards the devices, many of which are media-enabled and allow users to obtain content directly from whatever sources they choose. Mobile video, just like podcasting, has gone through many phases of interest, buzz, and market projections. Similar to how Napster fueled the online music movement (later won by Apple) and as YouTube propelled online video, it’s quite possible that the iPhone (or media enabled devices) combined with the resurgence of podcasting can push ad-supported, downloadable media into the mainstream. Especially given podcasting’s benefits (e.g. subscription, download, and device readiness), it seems reasonable that these two spaces are likely to enjoy some cross promotion. A terminology post would be useful at some point regarding the best category definition of the media whether it’s downloadable, portable, mobile, on-demand, or some other term.

In June last year, Nielsen published a report on mobile video. Some of the key findings included:

• As of Q1 2008, 91 million (36% of all mobile phone subscribers in the U.S.) owned a video-capable phone. As more subscribers upgrade to phones capable of receiving mobile video, subscription cost, promotion and network speeds will be the primary challenges to the growth of mobile video consumption.

• As of Q1 2008, there were already 13.9 million persons (6% of U.S. mobile subscribers) paying for a mobile video plan, up from 8.4 million (4% of all mobile subscribers) in Q1 2007.

• 4.4 million persons (2% of U.S. mobile subscribers or 31% of those who subscribe to mobile video) report that they watched mobile video with a mobile video subscription.

• In addition, 95 million persons (37% of U.S. mobile subscribers) subscribed to mobile Internet as part of their mobile data plan in Q1 2008, a significant platform for mobile video consumption.

As an industry, connecting podcasting into the mobile discussion can help accelerate the recent eMarketer audience numbers towards a more mainstream conversation (say over 60% of US Internet users as opposed to 17%). This combined with ADM driving the standards and awareness, should fuel a bigger and more efficient advertising market that benefits us all.

Jeff Karnes
VP Marketing and Products
VoloMedia, Inc.