Just about 1% of North American households regularly downloaded and listened to podcasts last year, according to the Cambridge, Mass.-based media and marketing firm Forrester Research. While numbers are still hard to track, Forrester analyst Charlene Li said that translates to about 1 million people on the continent who will be podcasting this year.
Meanwhile, another recent report estimated total podcasting advertising from 2005 to be just above $3 million, according to PQ Media, a Stamford, Conn.-based media research company. Not terribly good news for companies such as Curry's.
Big audience numbers and big money aren't really expected until the technology is more widespread and becomes easier to use for the late-adopting masses. But how much easier?
"It has to become brain-dead easy," said Li, who adds wireless technology will help podcasting grow more quickly. "I think we're a couple years off that too."
However, both reports offer bright visions for podcasting's future. The PQ Media report predicted podcasting advertising revenue will skyrocket to $327 million by 2010, while the Forrester paper forecast more than 12 million people will podcast in the United States in that same year.
That's all good news to Curry, though he concerns himself more with finding the appropriate content for his company. Discovering and successfully marketing it is an evolving process.
"There's this great funny video of a guy trying to shoot a bottle rocket out of his [butt]," said Curry. "I want to take that funny kind of stuff, harness it, serialize it and turn it into a media property.
"I'm not condemning it, it doesn't matter to me. You look at our network, we have everything on it -- gay/lesbian, religious and inspirational. As long as we have an audience I don't care."
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Top 5 podcasts on PodShow
Though the numbers for downloads vary from month to month, the following shows are typically in the Top 5 on PodShow, a podcasting network at www.podshow.com.
"Daily Source Code"--Hosted by PodShow co-founder Adam Curry and podcast nearly every day, the show deals with the tech world and the quirks of Curry's busy personal and professional life.
"The Dawn and Drew Show!" -- Two self-described ex-gutter punks from Los Angeles talk frankly, candidly, repeatedly about topics including love, sex and farm animals. It's among the most popular podcasts in the country.
"GeekBrief.TV"-- A video podcast hosted by Cali Lewis, the show focuses primarily on technology. It bills itself as "The Hottest Way to Get Your Gadget News."
"MommyCast" -- Two stay-at-homes with a combined seven children offer a weekly guide to the tricks and tips of child-rearing.
Scott Sigler's "Infection" -- The science fiction author reads his "podcast novel," a tale about an out-of-control illness.
-- Martin Miller
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