Free ad-funded podcasts preferred to paid ad-free option

by Daniel Farey-Jones, Brand Republic 28-Jan-08, 11:00

LONDON - More than half of podcast listeners would be interested in downloading a free podcast containing ads, although more than a third would not, according to new research.

The statistics are from radio audience measurement body Rajar's first 'Podcasting and Radio Listening via Internet Survey', conducted during September and October 2007 by Ipsos Mori.

It found that 8.1m people each week listen to the radio via the internet, either live or through a listen-again service and 1.87m people each week listen to a podcast.

The ad-funded podcast question drew a positive response from 58% and a negative response from 38%.

A separate question as to whether respondents would be interested in downloading a paid-for podcast without ads drew a positive response from 28% and a negative response from 66%.

The survey also revealed that once users have got into the habit of listening to podcasts, 69% listen to just as much live radio as before and 18% listen to more live radio than before.

Paul Kennedy, research director at Rajar, said: "This survey is very much a toe in the water. Although we already knew that listen again, personalised online radio and podcasting had many advocates, we knew nothing of their standing in the mainstream. This survey tells us and our subscribers, who are actively involved in these areas, more about them."