Have you ever looked at the viewer analytics on your videos? It's not uncommon for many people to stop watching after 20 seconds or less. From a strictly audience retention angle, that's where podcasting has an advantage. Sure, your audience may be lower than, say a video, but the retention is usually much, much higher. According to 2018 statistics compiled by Edison Research, 85 per cent of podcast listeners said they consumed “all” or “most” of each episode they downloaded. That's because podcasting is passively consumed. It plays, like a radio, as we multitask, take public transit, work at our desks, or drive cars. Podcasting is a terrific additional tool to have in your marketing toolkit. And year over year statistics show that podcasting is steadily growing. What intrigues me is that the growth isn't rocket-ship like. It's steady. That indicates to me that podcasting is becoming permanently embedded as a medium that we consume vs some fly-by-the-night, flavour-of-the-month trend.