The Shrink Next Door
Some 104 million Americans listened to podcasts monthly last year, Edison Research and Triton Digital estimated in their 2020 Infinite Dial report, up from 90 million in 2019. But the growing audience only partially explains the M&A appeal. “Making great audio is really, really hard,” says Tom Webster, a senior vp at Edison Research, citing the relatively small talent pool. “It’s much easier to buy than build.”
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