American podcasters – users of time-shifted digital audio files – are expected to total 60 million by 2010, or 75 percent of digital audio player owners, up from less than 15 percent last year, according to a new study by consumer technology researchers The Diffusion Group.
The study, "Podcasting: Fact, Fiction, and Opportunity," written by Marc Freedman, RazorPop chief executive and Diffusion analyst, said numerous mainstream media outlets are taking to podcasting themselves for sharing key reports and programs, including ABC, NBC, MSNBC, National Public Radio, Infinity Broadcasting, and Clear Channel Radio.
“In many ways podcasting is a fad,” said Freedman. “Major media producers from satellite to radio to magazines are announcing new podcast programs daily just to appear hip and appeal to young people. But don’t be deceived by the hype. The fundamental growth, driven by the boom in portable digital music players, is similarly huge and very real.”
The report said that only when buyers became aware of personal video recording and downloading at their convenience did podcasting become a distinct activity in its own right.
"Consumers were already accustomed to downloading music for playback on portable devices—this is a well-engrained activity that precedes online digital music," Freedman said. "However, the downloading of online 'audio blogs' for portable on-demand consumption is certainly new. Yes, the roots of podcasting lie in noncommercial amateur blogging, but podcasting's noncommercial status is changing as more businesses begin to find creative ways to use this new delivery medium to push audio content."
