Podcasting is growing, professionalizing, and gaining interest — but what will it take to move beyond the 17% of US podcast listeners? Do we choose broad listenership, or squabble over an increasingly competitive space with thin margins?A collective sigh after Podcast Movement and Voice Summit –  a growing adoption, professionalismNew products and tools entering the marketplace that change the way we think about stats and reportsMore use of IAB StandardsAt least $200M invested in podcasting in last yearYet only 17% of US is listeningSignificant growth, professionalism – yet why is huge untapped market untappedHow to grow and expand?Change in content types, adjusting to listening habitsMarket  for podcast players is fracturedIf Google Podcast App is in Top Ten apps but only .5% of the marketplace, what can that tell us?Massive competition for the same people as listeners?Do listeners have too many choices, causing paralysis?Too many players?So many barriers to entry accumulating because of competitionshould be deeper than 17% – mobile is available, content is free, most content speaks to broad audienceNeed deeper penetration across the country, user typesHaving trouble reaching ears of peopleIncredible amount of adoption, growth, professionalization, content is fresh, endless opportunities in ways people an adopt podcasts into livesGoing back to storytelling and spoken wordOur strategic choices as an industry impact ability to conquer and growBroad listenership, or squabble over increasingly competitive space with thin margins?MouthMedia Network CEO Rob Sanchez shares thoughts and insights on the future of growth within the podcast industry.Plus: the latest headlines in podcasting and on-demand from Podnews.

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