I read some of the comments and other blog posts that referenced the Forrester report I linked to yesterday, and it seems that most people think the numbers are far too low. John Furrier has an excellent roundup of estimates, and Todd Cochrane said he thinks the unique listener number of 700,000 is actually “about 10 times that many.”
After I thought about things a little more, I realized that the problem is not whether they are too high or too low, but rather that we have no idea how many people are creating podcasts. Seems to me you need to have creators actually producing something before you can have listeners! I know there’s more to it than that, but a good idea of the number of people who are creating podcasts might help in trying to establish a credible number for how many listeners there are.
So far I haven’t really been able to find any such data. Our own estimates here at Paramagnus peg the number of creators at somewhere around 30,000 worldwide, but that is an extremely “back of the envelope” guess, and I would not be surprised to find it is wrong. Does anyone have reliable data on this sort of thing? Also, we haven’t yet bought the Forrester report – does it contain information on podcast creation, or just the listener side of things?