Dates and Facts

The most important podcast platforms are:

• iTunes: The Apple Music Store is the first address for podcasts. This is where podcasts are registered and can be found either through Music Store or through the internet.
• Further podcast data bases (e.g. http://www.podcast.de; www.podster.de)
• The client’s homepage

Acceptance:

• Podcasts are used sporadically by 3.1 million people in Germany and regularly by 1.3 million with an increasing tendency.
• In 2007 the number of podcast downloads increased by 30 percent*.

The Main Advantages for Companies:

• Minimum divergence loss (only those interested in the topic will subscribe)
• Unlimited communication potential in terms of time and emphasis
• Strengthening of the brand through emotional address (listening is more emotional than reading)
• Listener participation through competitions, question & answers, chats etc.
• Promotion tool for events, websites etc.
• Feedback from listeners provides useful information regarding public opinion, ideas, criticism etc.
• Long-term customer retention
• Podcasts are the ideal medium to address a young, modern target group interested in innovative technology. According to the official 2006 podcast survey, the average podcast user is 30 years old, well-educated and has a high income.
• Successful podcasts attract sponsors or partners who may advertise on your website and finance future productions.

*Source: Podcaststudie, House of Research, 2007