From its first appearance in internet searches 12 years ago to blockbusters such as "Serial", podcasting has become a popular part of people's entertainment, but market-watchers believe the medium still has huge room to grow and offers lucrative rewards for content creators.
While the technology behind the medium has roots dating back to the 1980s, podcasting (a portmanteau of the Apple iPod and broadcasting) as a term didn't begin to emerge until the early 2000s. One of the earliest podcasts was Adam Curry's Daily Source Code, which debuted in August 2004, while "podcast" first appeared as a search term in September 2004, according to Google Trends. Apple didn't formally support podcasting until June 2005.
Since then, podcasts have massively grown in popularity. The percentage of the U.S. population regularly listening to podcasts has grown from 9 percent to 2008 to 21 percent in 2016, representing an estimated 57 million people, according to a study by Edison Research.