Being voted “Word of the Year” ain’t what it used to be. If popularity is any indication, “podcasting” might end up occupying the same space in the social lexicon as other unfortunates like “schwing” and “Homey don’t play that”.
Forrester Research has just released some new data on podcasting in the form of a report titled Podcasting Hits the Charts (payment required) in which it reveals that only 1% of households in North America regularly use podcasts.
Not only that, but those who do tend to favor already existing content such as the type found on Internet and broadcast radio.
Analyst Charlene Li shares some interesting (as always) thoughts in this post on her personal blog.
Quick snip:
“So should companies be putting podcasting on the backburner? Hardly. Content that already exists – such as earning calls, training updates, and executive presentations are all excellent fodder for podcasts…My caution is that companies shouldn’t be dashing out to create expensive original content for a small audience – unless they gain value from being seen as innovative.”
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