The Real Shift In Spoken Word

One caveat to charting spoken word podcasting against radio: spoken word isn’t confined to audio.

Edison Research's Share of Ear data shows podcasting tied with AM/FM radio at 40% of spoken-word listening — but Tom Webster argues podcasting already passed radio when you account for the millions watching video podcasts on YouTube that audio-only measurement can't see. The real story isn't podcasting catching radio; it's podcasting expanding the spoken-word market entirely, drawing new audiences through video discovery rather than converting talk radio listeners.

• Written and narrated by Tom Webster
• Text and audio edited by Gavin Gaddis

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