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, professionalism New products and tools entering the marketplace that change the way we think about stats and reports More use of IAB Standards At least $200M invested in podcasting in last year Yet only 17% of US is listening  Significant growth, professionalism – yet why is huge untapped market untapped How to grow and expand? Change in content types, adjusting to listening habits Market  for podcast players is fractured If 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 competition should be deeper than 17% – mobile is available, content is free, most content speaks to broad audience Need deeper penetration across the country, user types Having trouble reaching ears of people Incredible amount of adoption, growth, professionalization, content is fresh, endless opportunities in ways people an adopt podcasts into lives Going back to storytelling and spoken word Our strategic choices as an industry impact ability to conquer and grow Broad 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. See omnystudio.com/listener for privacy information.