O podcasting é amigo da rádio?

«Podcasting is an exciting format, though industry-watchers may have difficulty separating the hype from the actual long-term potential. For the radio industry – including terrestrial, online, and satellite sectors – the format offers a powerful time-shifting component, but can it ever drain away listeners en masse? Recent data shows conflicting trends. "The total audience for podcasts has shown meteoric growth, particularly in the US," eMarketer director Mike Chapman commented, while noting that "the active listening audience is much smaller". eMarketer’s latest research predicts that the total podcast audience will grow to 10 million listeners by the end of this year, and to 25 million listeners over the next two years. That’s impressive growth, though most will only be one-time users. Chapman sees repeat listeners as the key to advertising growth for the medium, though so far they are in the minority. Looking ahead, active podcasters are expected to reach 3 million this year, rising to 7.5 million in 2008 and 15 million in 2010. Those are solid numbers given the immaturity of the format, though they still pale in comparison to the 200 million Americans broadcast radio reaches»

fonte: Podcasting Growth Continues, Mass Market Potential Uncertain, Richard Menta, Digital Music News