More specifically, 32% of the U.S. population aged 12 and over had listened to a podcast in the past month, up from 26% on the year previous.
The rise in podcasting’s popularity can be attributed to a number of factors — both Google and Apple are investing heavily in podcasting through apps and content, while the mighty Spotify has doled out some $400 million in acquisitions this year alone as part of its podcasting push.
But podcasting has been around for a long time, and a number of independent players have managed to build businesses off the back of the growth of spoken word audio content.
One of those is Pocket Casts, which has built a reputation as one of the best so-called “podcatcher” apps — so much so that NPR and a bunch of other public radio stations acquired the app last year.
Today, Pocket Casts announced a notable overhaul of its business model, as it looks to capitalize on the growing appetite for podcasts.
So far, Pocket Casts has charged its users a one-off fee of $4 to download the app from Google Play or Apple’s App Store, while those tethered to their desktop could pay $9 to listen on their PC.