Audio for a digital world

Our new podcast is an informal way to join in the conversation

The World Today Published 12 February 2018 Updated 18 November 2020 2 minute READ

Agnes Frimston

Deputy Editor, The World Today

In recent years podcasting has become a mainstream entertainment format. In a study carried out in March 2017, it was revealed that 67 million Americans had listened to a podcast in the past month. And 42 million had done so in the past week. Major media brands and celebrities have embraced the format and advertising investment is soaring, with some estimating combined revenues of $220 million in 2017. But what is it about podcasts that make them so appealing to the young, and so confusing to the over-40s?

Podcasts are not radio

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