ESSA – Wisdom via iTunes – Understanding the booming podcast market and what’s worth a listen


With the latest operating system update for its mobile devices (iOS8), Apple acknowledged the resurgence of an industry that had become maligned after its stunning rise in the mid-2000s. Back then, podcasts had been a mandatory app for all mobile devices. They took the digital world by storm in and around 2005, but their novelty wore off quickly for many and they soon became synonymous with unpleasant descriptors such as boring, long and uninteresting. Needless to say, in the last few years, they have reclaimed their place as a source of contemporary wisdom and analysis about any facet of life. Programs such as This American Life and Radiolab have become cultural touchstones and staples of the sophisticated lifestyle. Nowadays, there are 75 million listeners per month and upward of a billion podcast downloads per year.

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