More on Podcasting

Although $5.5 was recently pumped into a podcast play, Charlene Li's recent numbers show only 1% use podcasts today in North America and that while podcasts have hit the mainstream consciousness, they have not yet seen widespread use.

She adds that "one-quarter of online consumers express interest in podcasts, with most interested in time-shifting existing radio and Internet radio channels" AND that "they strongly favor listening to existing content like Internet radio or broadcast radio, not necessarily new content."

This doesn't surprise me but that's largely because new content isn't compelling enough - yet.

More from Charlene: --for newspapers thinking about podcasting, putting print stories into audio format just ranked ahead of original content from bloggers) I think this has something to do with 1) original content just isn’t as well known; and 2) existing content benefits from users that simply want to time shift it. --

She also talks about her personal experiences with podcasts. The full report is available to Forrester clients only, but it looks like it would be an insightful read for those venturing into this space.

While she remains skeptical for various reasons, she doesn't think that companies should be putting podcasting on the backburner.

While the numbers may be down today, its only a matter of time before things will change. Local community programming will continue to be important as will vertical market coverage of specific topics.

And frankly, tapping into audio easily and (for free) from Australia, India or China is compelling. Moreso, their ability to tap into audio easily and (for free) from U.S. and European industry elites will become increasingly valuable from a business and educational perspective. Related to education, podcasts will be great for training purposes.