What are you listening to right now? Is it the radio, your iTunes, Pandora, or Podcasting? Out of over 2,000 Americans, a little over 52 percent of them listened to the radio for 4/5 hours a day. This is followed by your owned music at 20.3 percent, internet radio/music at 11.6 percent, satellite radio at 7.7 percent, T.V. music channels at 5.2 percent and finally podcasts at 1.7 percent. Surprised that podcasts are so far down the list percentage wise? Don’t be, see Edison’s explanation on that number:

Podcasts have only been around 10 years, and each year they evolve into even more of a thriving mini-industry. There are several genres of podcasts to keep the audience engaged: politics, comedy, sports, literature, educational and opinion. It is possible that there are too many podcasts to snatch away your attention? According to Edison Research, 39 million people listened to a podcast 2014, which was the highest number on record at that time. Are we in the ‘golden age’ of podcasting?

Why does it seem to be growing in popularity? For starters, it can be accessed virtually anywhere thanks to our mobile devices. At the gym, while you cook, as you commute, at work – the number of listeners has tripled. RawVoice, which tracks 20,000 shows, said the number of unique monthly podcast listeners went from 25 million to 75 million in five years. Listeners are building relationships, so to speak, with their favorite podcasts across every demographic. Since many of them are free and easy to find, the shows are available to virtually everyone.

‘Our culture is so niche-oriented now (that) you don’t need 3 million people to listen to your podcast,’ says Chris Hardwick, Nerdist producer and celebrity. ‘If 10,000 people listen, which isn’t a hard number to achieve, then 10,000 people listen to your podcast. You can do something with that, you can build a community, and literally change the world, just recording into a recorder.’

What does all of this have to do with your business? Marketing. This is a very useful and impactful tool that will get your business noticed, especially in the realms of social media. Your podcast could be in the conversations people share at work or the educational tidbit they were searching for. If you are struggling to get noticed, the best thing you can do is send your brand out across every available channel, and this is a very big channel.

Podcasting is the new pastime. Let it not only enrich your personal life, but your business too.