Report: 9 Million U.S Web Users Download Podcasts

Hollywood, Calif. -- More than 6% of U.S. adults, or about 9 million web users, have downloaded podcasts in the past month, according to a new report by Nielsen Analytics. More than 75% of these regular podcast downloaders were male, and 38% said they are now listening to radio less often. The report noted that the most successful podcasts claim as many as 2 million downloads a month, attracting mainstream advertising. "While essentially still in nascent form, podcasts offer free audio and video content that is inexpensive to create, easy to access and on a portable platform that has already reached mass distribution," said Larry Gerbrandt, general manager and senior vice president of Nielsen Analytics.
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