Podcasting has grown steadily over the past seven years. Today, 17% of the US population over 12 has listened to a podcast in the past month. That is a little over 54 million people. And that is just the United States, not the whole world. Marketers are always looking for other avenues to re-purpose or create new content, so the rise in popularity of Podcasting is a natural place to publish content. More places, more ears, more leads.