Some 37% have listened to one over the past month, according to research by Infinite Dial, and until this point, just 5% of the US population - some 16 million people - identify as "avid podcast fans." Yes, podcasts are a thing but they have some way to go before they are ubiquitous. While 73% of the US population uses YouTube every day, just under half of all Americans say they have never heard a podcast. The two respected media firms still have their work cut out if they're to help make podcasting a daily part of our lives. "It shows that The New York Times has a focus on long-form audio journalism, and that podcasting is becoming a more important part of its revenue and marketing." "It's a clever purchase that will get the most out of both companies," James Cridland, editor of, told DW. Industry insiders say the $25 million move for Serial Productions was part of the paper's desire to boost audio and visual content creation in the wake of the newspaper industry's decline.
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Hosted by Sarah Koenig, three seasons of the investigative series have followed cases of alleged injustice that have gripped audiences for the past five years. Last week, The New York Times acquired the production company behind probably the world's most-talked-about podcast, Serial. Read more: Netflix cancels Turkey series in row over gay character In anticipation of his arrival in September, and further exclusive podcast deals with Michelle Obama, Kim Kardashian and others, Spotify's shares are now trading almost two-thirds higher than two months ago. The deal immediately sent shares in the Swedish streaming giant up 8%. In May, Joe Rogan, who hosts one of the world's top podcasts, signed a $100 million (€85 million) exclusive contract to move his Joe Rogan Experience to Spotify. A handful of people, at least, are about to realize the efforts of their cast-iron belief in the audio medium. Two recent high-profile deals, however, have given the strongest hint yet that the big money is now chasing podcasting. Yes, you can make money from podcasting, but until recently, audio was very unlikely to make you very rich. Podcasts have been hyped as the next big thing ever since the MP3 player was invented, yet YouTube - which was born just a couple of years later and with its limitless band of influencers - has created far more millionaires than audio downloads ever will.