Podcasts are clearly getting more popular. But will they be the next massive media business? Possibly, but it could take awhile. Consider that “advertisers are expected to spend about $35.1 million on podcasts this year, up about 2% from last year.” That’s barely enough to be split among Squarespace and MailChimp. The key issue is that the industry needs to do some catching up when it comes to audience measurement and reach. There is another factor that could limit the fruits of the podcast revolution to a fortunate few broadcasts: There are only so many hours in day and between binge watching TV and opening a few hundred tabs, many of those hours are already spoken for.