Podcasting growth slower than expected: study

While the debate between satellite radio and terrestrial radio continues, I've believed for a long time now that the biggest threat to radio is not Satellite Radio but podcasting. At this point in the evolution of the technology, most people feel that they have to be computer geeks in order to download and listen to podcasts on their MP3 devices, if they even have an MP3 device. They view regular radio and Satellite radio as something that they just need to push a button and they have their music. But I think the advantage of having what you want, when you want it, will help listeners overcome the reluctance of listening to podcasts.

The audience for podcasting is still small, but it has a similar penetration to Satellite Radio. And nobody had to spend hundreds of millions of dollars to launch satellites or hire Oprah Winfrey or Howard Stern.

From the CBC:

"The number of Americans who have downloaded a podcast rose only slightly in 2007 despite growing awareness of the media format, a study published this week found.

Only 13 per cent of those polled had 'ever' downloaded an audio podcast, up from 11 per cent last year, according to the findings Edison Media Research presented to the Corporate Podcasting Summit in London on Monday.

First podcasts started in summer 2004

Podcasting is a relatively new phenomenon that started in late summer 2004. Among digital audio formats, podcasts are unique in that they can be downloaded automatically using software capable of reading feed formats such as RSS (Really Simple Syndication).

Within six months of its inception, programs available through podcasting grew from about three dozen to well over 3,500.

While early podcasters typically distributed syndicated audio files and radio shows, podcasters now routinely deliver many kinds of digital multimedia content, including video, images and text."

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