Podcast usage grew tenfold in 2006, according to the latest report released by Forrester. Forrester analyst Brian Haven, the author of the report, reported in a recent interview with Beet.TV that 10% of North American individuals online download at least one podcast a month – up from the 1% Forrester reported based on the same survey data for 2005. Advertising revenue is following suit as well with podcasts foretasted to generate $400 million in advertising revenue by 2011, a fivefold increase over 2006.

I commented on the original report in this blog back in April. At that time, while there was much skepticism on the adoption of podcasts in the mainstream market, we did not share the same outlook for the IT market where we have seen healthy adoption rates. Now that this skepticism seems to have eroded in the mainstream market, this medium is really poised to take off. And the key driver? According to Mr. Haven, content availability - the more the content becomes available, the more it will be consumed. I agree with this point, especially considering that at this time, podcasts can be produced very affordably with few technological barriers to download.

What are your strategies regarding podcasts in 2007?

This entry was posted on Thursday, March 1st, 2007 at 1:52 pm and is filed under Technology marketing, Podcasts, Blogs & Video, Integrated Media, Best practices. You can follow any responses to this entry through the RSS 2.0 feed. You can post a comment, or trackback from your own site.