18% of US consumers have listened to an audio podcast
18% of consumers have ever listened to an audio podcast; up from 13% in 2007. 9% have listened to an audio podcast in the past month (an estimated 23 mln) , according to Edison Media Research. For the third straight year, awareness of XM and Sirius hovers around 60%. 16% nonsubscribers are very/somewhat likely to sign up for satellite radio in next year.