Podcast popularity grows - but only 28% listen to the end

The number of people in the UK who listen to podcasts has climbed from six million to almost eight million in a year, according to new research.

In its fourth survey of podcast listening, published today, radio audience measurement firm Rajar found that 7.8 million people have downloaded a podcast – up from 7.2 million in October 2008 and six million last May.

About 4.2 million people listen to podcasts at least once a week – up from 3.7 million in May last year – but only 28 per cent of respondents find the time to listen to the entire recording.

The Rajar research found that only 4.5 per cent of listeners had ever paid for a podcast. A third of the 1,000 respondents who took part in the survey responded positively to the idea of paying.

Almost 60 per cent of respondents said they were happy to listen to podcasts that contained advertising if they were free.

Rajar research manager Christel Lacaze said: “Internet delivered audio listening, whether it is listening live, via listen again services, via personalised online radio or via podcasts, continues to grow.”

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