‘Serial’ is small. PodcastOne is building a podcasting empire.

Fascinating… How the market for podcasts is growing.

Fortune

Serial is the media story of 2014. The podcast series, which investigates a 15-year-old murder case, has averaged 1.5 million listeners each week. More notably, it’s become an Internet phenomenon, with dozens of articles, recaps, conspiracy theories, and parodies. Twitter is obsessed. Reddit is obsessed. There are discussion groups. There are tip jars. There are social media gaffes. It has captured the Internet’s fascination the same way that, before now, only a television show could. The success of Serial, combined with the launch of Gimlet Media, a podcasting startup (producing a podcast show about starting a podcast startup, no less), is enough for the media to declare we are in a podcasting renaissance.

Should the radio industry be scared? Not yet. Terrestrial radio still reaches 92% of Americans, and only 15% listen to podcasts. Within that sliver of listeners, Serial’s…

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