I don’t think I’ve put podcasting high enough on my radar. Part of the problem is that I’m not someone who listens to the radio, but I realise I’m in the minority with 51% of people identifying themselves as regular listeners. So, are podcasts just a fad? Will voice just be surpassed by video or vodcasting?
On the video front, while growth in the digital space is rapid I reckon the desire for audio only will always remain. It’s a similar behaviour to choosing to put on a CD or watching music videos. Sometimes you just want to listen to something.
There’s great growth potential for podcasting. Radio has been an enduring medium, even with the advent of digital technologies, and I see the podcast as simply providing a form of “on-demand radio”. Uptake may be slow, but awareness is growing, suggesting that podcasting suffers from the same challenges as on-demand TV services; if good content exists, it’ll just take time to ensure the delivery model is in place and help the consumer adapt.
