Forrester: 25% Interested in Podcasts; 1% Regularly Download Them

Forrester projects that 700,000 households in the US in 2006 will use podcasts, and that this number will grow to 12.3 million households in the US by 2010.

Li suggests that companies focus their podcast efforts on repurposing existing content.

"Content that already exists – such as earning calls, training updates, and executive presentations are all excellent fodder for podcasts," writes LI. "Think of us poor analysts who must listen to streamed quarterly calls while chained to our laptops! 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."

Li's information, if accurate, suggests that there is tremendous growth potential for podcasting, but that there are still obstacles to mainstream adoption.

via Charlene Li