The Podcast Trend
- Karly
- Mar 27
- 3 min read
Who has never dreamed of having their own radio, a digital channel or a personal space where they can freely express themselves on the topics that most interest and intrigue them? In the era of digital communication, podcasting is one of the most effective and engaging ways to do so.
At the origins of the phenomenon
Podcast is a broadcast format that, in some ways, resembles radio, as it is mainly based on audio.
In fact, it is a digital distribution system of audio or video content, downloadable and archived on MP3 players or directly on smartphones.
The term "podcast" comes from the union of "iPod" (the famous Apple multimedia player) and "Broadcast" (transmission of audio signals).
Although the concept of audio content distribution began to take shape in the 1930s, it was still something limited by the technologies of the time.
In fact, 2004 represented a turning point for the sector, with the arrival of the iPod Shuffle, a device designed for random music playback.
However, the term “podcasting” was coined independently of the iPod by journalist Ben Hammersley in an article published in The Guardian in 2004.
The true origins of podcasting date back to the early 2000s, when Dave Winer, a software developer, and Adam Curry, a former MTV VJ, collaborated to create a system that allowed the automatic distribution of audio files over the Internet.
The integration of podcasts into iTunes helped the phenomenon spread rapidly: listeners could discover, download and listen to content easily and immediately.
This period marked the birth of creators who would become reference figures in the world of podcasting.
Furthermore, with the introduction of monetization through sponsorships and donations, podcasters could finance their content, further consolidating the success of this new medium.
Another key factor that favored even greater access was the emergence of platforms dedicated to podcasting.
These have provided creators with tools to upload, host, and manage their programs, simplifying the production process and making podcasts even more accessible.
As the years have passed and thanks to the consolidation of the smartphone diffusion, the accessibility of podcasts has changed, becoming at hand; this has led to a considerable increase in consumption on mobile devices.
From yesterday to today
In recent years, podcasts have become a central element of our daily lives, establishing themselves as one of the main channels of information.
Voice has become a fundamental element to attract attention, often anticipating the visual and audio impact.
According to some research conducted by NielsenIQ (NIQ) for Audible, 1 in 3 Italians has listened to at least one podcast in the last year, and since 2022, podcast listeners have increased by at least one million.
There has been a 217% increase in use compared to last year, with a particularly significant increase among young people between the ages of 18 and 25.
Podcasts respond to a wide range of interests: from history to science, from marketing to the very popular true crime.
The main motivations that drive people to listen to them are three: to get informed, discover new content and delve into topics of interest.
As for listening habits, 66% of users prefer to listen to podcasts at home, 28% in the car and 18% on public transport.
Their success is also linked to flexibility: listeners can freely choose what, when and how to listen, without time constraints.
In this view, the radio, a "classic" format, finds new life through digital channels, also attracting the new generations.
At the same time, the youngest can reinterpret old habits in a modern way, accessing the content that they are most passionate about in a completely personalized way.
Sources:
Book: "Il tuo podcast" Di Stefania Boiano, Giuliano Gaia
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