Podcasts: Nobody’s Listening
According to a new Forrester research study, just 1% of online households in North America regularly download and listen to podcasts. The study teases out important considerations for content creators and advertisers:
• People prefer podcasts of existing content from broadcast or Internet radio – not podcast-original content
• Audio versions of print content from newspapers barely ranks above podcast-original content
• Companies that are interested in using podcasts for their audio should focus not only on downloads, but also on streaming audio as a means to get their content and ads to consumers.
Forrester projects only 700,000 households in the US will use podcasting in 2006 – a figure that should grow to 12.3 million households by 2010. That’s still less than 5% of the US population.
So does Forrester think companies should put podcasting on the backburner? Not at all. Existing content in that form work well for certain segments of your audience that hates to listen to streamed audio on a computer.
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