Recasting the Concept of Podcasting: Part I
March 23rd, 2006 | by TDG Research
By Colin Dixon, Senior Analyst, IP Media and
Michael Greeson, Founder & CEO
You may recall last year that the editors of the New Oxford American Dictionary declared "podcasting" the "Word of the Year" for 2005 and "officially" defined the term as "a digital recording of a radio broadcast or similar program, made available on the Internet for downloading to a personal audio player."
What's in a Name?
Most would agree that this simple definition of "podcasting" pretty well summed up the concept. TDG's definition was very similar, highlighting three key characteristics of podcasting: (1) it used file-based downloads (versus streaming), (2) it was subscription-based (you sign up and podcasts are automatically "pushed" to you on a regular schedule), and (3) the content was then consumed on portable devices. Again, few would disagree with this understanding of podcasting. It seemed to be spot-on.
It is interesting to note that one of the technologies behind podcasting (RSS or "Really Simple Syndication") had been around since 2001, but it wasn't until 2004 that those using the technology began to associate it with their portable music players - in most cases, an iPod. This was fine with Apple, for it provided a convenient way to fuel the public's fascination with anything "pod" and position the iPod as the enabler of podcasting. While Apple didn't come up with the name "podcasting," it certainly sounds like it. And perception is reality!
The Relevance of Portability
Early RSS converts saw portability was one of the key benefits of podcasting (that is, downloaded files allow for on-demand consumption of content independent of having an Internet connection, whereas streaming required a live connection). But that's all portability was - a benefit of podcasting, not a logically necessary feature of podcasting. In other words, once podcasts were downloaded to a PC, they could be consumed on a variety of appropriately-enabled devices - some portable and some not. It simply didn't matter where or on what device the content was consumed.
Of course, this wasn't the message the public received, as Apple's media machine successfully tied podcasting to portable music players (in general) and the iPod (in particular). Portability was thus bound to podcasting as a necessary component; podcasting was not possible without portability (or so went the popular line). To conceive of podcasting without an iPod involved? Sacrilege, I tell you. Where's the romance, the sexy-cool, of the "iPod Revolution"?
Then again, as long as no one knew that the podcasts weren't being transferred to a portable device - as long as the public imagination swore the two were connected - their secret was safe. The revolution would continue!
Don't Tell Me How to Use My Podcasts!
According to a recent consumer survey conducted by Bridge Data, the relevance of portability to podcast usage has been vastly overstated. In fact, more 80% of podcast downloads never make it to a portable player or another device - they are consumed on the PC (or, worse, never listened or deleted).
Excuse me? You mean to say that four out of five "podcasters" don't consume podcasts on a portable device? You mean these are "poser podcasters"? Shame on them - they're not longer allowed at the country club.
The Quandary
We find ourselves in a bit of pickle: either (a) our definition of podcasting is insufficient or inaccurate, or (b) 80% of those who we call "podcasters" are nothing of the sort.
Before we write off 80% of podcast users as being posers, perhaps we should reconsider our understanding of podcasting - what it is, what it does, how it does what it does, and how it may impact the distribution of Internet media. In other words, let's go back to the drawing board and start from scratch.
Feedback Request: Your Input
Next week, we'll publish Part II of this essay and proceed through our virtual white-board session. And we invite you to assist us in this effort. In the next week, think about podcasting, maybe even do a little research. Send us your feedback, we will read it and include some of your responses in our next article due out March 30th, 2006.
It will make reading Part II more enjoyable, and you may be able to help refine the concept of podcasting in new and exciting ways.
For more information about The Diffusion Group, visit our website at http://www.thediffusiongroup.com/.
Post Your Comment...Comments
Ian Bell on Mar 23rd, 2006 at 5:21 PM:
80% seems a little high to me. But I agree that most people probably just listen to them from their computers. It seems like most people have heard the term Podcast, but truly do not know what it means.
Cameron Reilly on Mar 24th, 2006 at 1:12 AM:
All of our audience surveys over the last 18 months indicate approximately 50% of our audience listen to podcasts on their PC as their primary playback device. They have to listen to something while they are at work. Perhaps these people have not yet invested in a portable media player. I suggest your original definition was faulty to begin with. The point of portability has always been about CHOICE. People can listen to podcasts wherever, whenever and however they want.
Ryan LaBarre on Mar 24th, 2006 at 1:24 AM:
I personally listen to most of my podcasts on my computer, so I am not surprised by there numbers. However, the keyword here is "MOST" -- not "ALL". It's very important to me that when I do want to listen to a podcast away from my computer, it's incredibly easy. If I didn't know that I have that option when I need it, I probably wouldn't ever have got into a regular listening habit like I've been able to. The easy portability of a podcast means that it can be listened to anywhere: on the bus, on an airplane, or.... in my own house! Poscasts don't stop people from listening to most of their content in the comfort of their own home, it just allows them to very easily extend that experience anywhere they desire. Aparrently, they desire to take advantage of this convenience about 20% of the time. I'd say that's a good thing.
Chris Taylor on Mar 24th, 2006 at 1:34 AM:
Well your definition of podcasting is not my definition first of all :_) My definition of podcasting is simple.
Its Radio BY and FOR citizens sans Transmitters.
its that simple really. I go out of my way to tell people podcasts do not require an ipod. Use your computer (thats how most get started) use your CD player heck put it on TAPE for all I care :-)
NOW there is an issue. with RADIO you have "real time" as an issue. there are 24 hours in a day of which I have X amount to devote to listening to anything. The problem is with podcasting you can EASILY download a number of hours larger than X in a very short time.
IE like tivo addiction. you get WAY more than you can possibly listen to. so much of it goes unlistened to.
BUT if the user decide they LIKE this medium (usually decided by if they can find content they DESIRE before there patience runs out) they will eventually do what TIVO users to. Fine tune there subscription lists to "what" they actually want and what they can actually listen to in any given time.
I personally almost NEVER listen to podcasts with a PC. I am just not in front of a PC often enough or when I am I am doing something else (I can not listen to a podcast and do something interactive like using a computer at the same time the audio gets tuned out mentally)
I listen when riding a bike. During my drives to work. During my breaks or when in line somewhere etc...
I use my palmpilot for this function (Zodiac)
Get in the car jack in press play. When I goto bed I jack in turn on the 20 minute timer on the zodiac and hit play (so when I do finally fall asleep I will not have missed more than 20 minutes of content)
I get annoyed with Vidcasts are in H264 since portables except the ipod and psp can not play this format :-) I DONT LIKE being tied to a computer to feed on my content.
My subscription list is still larger than what I can consume in a week but I have my "core" programming that I listen to regularly and "secondary" stuff that I really want to listen to and DO eventually :-) and then I have my teir 3 content. stuff I like and want but is not critical to me like Slasdot review. I dont keep more than 10. when it goes over ten I delete the older stuff. if I have time and nothing else to listen to I have that to listen to etc..
But using a computer to listen to podcasts ? so what. Does not matter how its listened to. IN FACT the whole POINT of podcasting is that anyone anywhere can MAKE IT and LISTEN TO IT any which way there which way ther heart desires. Its GOOD and BAD content FOR AND BUY citizens on OUR terms on OUR choice of medium.
Thats what podcasting is. Its anything you want it to be any way you want it.
Chris Taylor
http://www.nerys.com/
Ronan on Mar 24th, 2006 at 4:18 AM:
The dictionary definition is better - i always listemn to podcasts on my "personal audio player". Sometimes that player is a pc, sometimes an ipod. TDG seems to introduce the portable aspect - not required, and less accurate a definition imho. The 'regularly scheduled push' is a bit off too- I pull down my fav podcasts, on an irregular basis.
And 'Podcaster'? Is that defined as someone who produces podcasts, or listens to podcasts? Methinks 'The Diffusion Group' might be poser researchers...!
Dan Leonard on Mar 24th, 2006 at 5:18 AM:
My experience is that users download most frequently at 9am weekdays. This suggests a lot of podcasts are downloaded on company time, and therefore, quite possibly used to fill the monotony of the working day. Perhaps Apple might tell us one day the percentage consumed within iTunes vs those that make it to the player, rather than the popular myth touted of podcasting being an overnight download/synching thing. Making podcasts with m4a slideshows, or m4v video enrichens the play via iTunes, but is lost on the majority of players that don't support this format.
I have a media player, and an mp3 player. As a walk to work man, I don't have time to eat video on the move. Sadly, most podcasts bore me rigid before they make it to my player......but I like the video/ automated slideshow elements.
Did I mention timesonline.co.uk/podcasts ?
Jeremy Vaught on Mar 24th, 2006 at 6:57 AM:
I listen to everything on my portable music player, it happens to be an iPod. I subscribe to over 100 shows, so I listen a lot. I have a podcast, and I agree that a lot of people are downloading at work, I see it in my stats.
Bottom line, it doesn't matter how they listen. This just adds to the flexibility of podcasts.
Also, I disagree with the term 'podcaster' the way you are using it. I think of a podcaster as someone who creates a podcast, not someone who listens to it.
Great story, something to think about.
Jason Van Orden on Mar 24th, 2006 at 7:36 AM:
I'd like to clarify that a podcaster is not a podcast consumer/listener.
You state:
"Excuse me? You mean to say that four out of five "podcasters" don't consume podcasts on a portable device?"
Podcaster = someone who creates and distributes a podcast.
Podcast listener = one who downloads and "consumes" a podcast.
Regardless, you are discussing an important topic. Podcasters and advertisers need to be familiar with the listening habits of the audience. There are several misconceptions along these lines.
I'd like to see that 80% broken down more. What portion is listened to on PC? What portion is never listened to? The phrasing sounds like 80% is inclusive of both those groups. What's the breakdown?
Podtrac states that, according to their survey of 19,508 podcast listeners, 41% listen on their computer and 56% listen on their MP3 player.
I chime in more on this topic on my own blog:
http://www.jasonvanorden.com
Jason
Ian Bell on Mar 24th, 2006 at 8:57 AM:
Here is some feedback from around the web:
Michael W. Geoghegans blog: http://mwgblog.com/archives/2006/03/23/when-expert...
Paul Cooligan: http://www.paulcolligan.com/2006/03/23/getting-hon...
Ian Bell on Mar 24th, 2006 at 9:07 AM:
More links to this article:
http://www.micropersuasion.com/2006/03/podcast_pos...
http://adverlab.blogspot.com/
Vance on Mar 24th, 2006 at 9:15 AM:
The truly relevant statistic was never even alluded to: of the downloaded podcasts that ARE listened to, what percent are listened to on a portable device. The podcasts that are never listened to are irrelevant to the portable/non-portable issue.
The question is: when people DO listen to a podcast, HOW are they listening to it.
Personally, I listen to all of them on my iPod (and before that on my Karma). I have never listened to a podcast on the computer.
John on Mar 24th, 2006 at 11:07 AM:
I listen to most of my podcasts on my computer, and had the suspiscion that most people didn't listen to them on iPods. In fact, the small number of people I know that listen to them on portable devices are people who work out (many of them prefer to listen to music), and people that have long commutes to work.
It makes sense, since most people spend A LOT of time in front of their computers, and less time with portable mp3 players.
Mike Liveright on Mar 24th, 2006 at 12:33 PM:
I do hope that the author:
. 1) at least shows the percent that are downloaded and un-listened to. I know I tend to subscribe to a number of podcast streams but only listen to a few. Thus for me, the 20% portable number might be the result of,
30% listened to, 1/3-rd on the PC and 2/3-rds on my Ipod.
If this is representative, the what is being shown is that the listeners are discriminating, but still use portable devices as their main listening device.
. 2) I also hope that the author will allow us to see the details of the study so that we can judge what it means rather than accept a short hand sound bite interpritation.
=======
Note: again for me, I would be more likely to use my portable device for listening if it were better. As it is there are still some bothers as compared to the PC and thus it may be that I don't listen to the Podcast on the portable device because it needs to be improved and when the software/hardware is developed, I will use the portable device more.
Thus the "20%" may not represent a long term value but also represents the limitations today of the portable players and will increase as the MP3 players are made more User Friendly and Capable.
Thanks...
Andy T @ TDG on Mar 24th, 2006 at 12:55 PM:
Wow, great feedback by all. Whether you agree, disagree, or just adding your personal insights, we are enjoying your comments.
Couple points on language usage. We were playing on words "poser podcasters" when referring to podcast users. It flowed a bit more eloquently, but seems to have been a poorly picked play on the letter 'P' that peeved some particular podcast perfectionists. (Say that ten times fast!)
We also agree that podcasts should be shared between devices, whether we are considering audio or other content. We'll have a lot more in the next installment of this discussion; however, we can all agree that this market continues to evolve.
Keep the comments coming, we're enjoying the feedback.
elle on Mar 24th, 2006 at 1:12 PM:
Colin & Michael
It seems that you have a very superficial understanding of podcasting.
First of all, why do you suggest that the New Oxford Dictionary's definition of podcasting is official? Their definition isn't very accurate, and I don't think that very many podcasters would agree with your suggestion that it seems "spot-on".
Regarding your quandary:
a) your definition of podcasting is inaccurate;
AND
b) your definition of what a podcaster is is inaccurate.
Here's a better definition of what a podcast is: A podcast is any collection of audio files, typically in MP3 format, published with an RSS 2.0 news feed.
Mike on Mar 24th, 2006 at 3:19 PM:
Listening to a lot of podcasts actually makes me use my iPod less. Before podcasts, I would use my iPod mainly to bring some portion of my music collection with me to work. Now, if I'm at home listening to a podcast, there's no reason to copy it to my iPod because I know it will be on my work computer. To the extent that I need portability, its for the car, but my commute to work is only 10 minutes, so its not that important to me.
Although now it occurs to me that most podcasts seem to be spoken word -- certainly the most popular podcasts on iTunes are -- but the vast majority of the podcasts I listen to are music, mainly House and electronic DJs. Spoken word seems hard to concentrate on at work, so maybe I'm not a typical user?
Elijah Blue on Mar 24th, 2006 at 5:41 PM:
I have to say, I don't much agree with this. I use an iPod. I drive a Scion xB with an iPod port that I just plug into. The stereo in the dash then controls the iPod.
I listen to NPR shows, coverville, about 30 or different podcasters on different topics and different music showcase types.
I last listened to the radio in December of 2005.
And I'm no punk kid. I'm a 40 something white guy in middle America.
I also think the US is behind in this. Ever been to Asia? They LIVE on their cell phones. I mean live. Podcasts are exploding there because literally everyone has one and most can play MP3 formated files.
If our screwed up greedy ******* telecom industry ever gets around to providing real broadband (like, 100MB to my house for $50 a mo.. available in several other country's.. but not the US) getting podcasts would be even easier.
And yea.. I podcast. And I love it. Give voice to my musical tastes.
Onur Kabadayi on Mar 24th, 2006 at 6:00 PM:
Interesting...
About 10 days ago, I wrote an article exactly suggesting the naming problem... Here's a quotation from my post:
I think even the naming is a serious consideration here. I mean the term "podcast"... What an average Internet citizen imagines based on the term podcast, I suspect, might be anything from an iPod accessory to a new breed of spaceship... Why not just say "on demand radio shows" rather than "podcasts"? Well, is there a "coolness" factor in the usage of this term? Now if I say "I have a podcast", some will perhaps think that I'm a person who makes regular space travels... Well, I'm not quite sure whether that'll really make me cool, but I certainly think that it will be an ingredient in awareness / adoption problems.
By the way, the post was about "The missing pieces" of Pandora, Last.fm, and podcasting...". So I'm adressing the roots of some awareness and adoption problem with these new music media, and them pointing the importance of designing more consumer friendly, experience rich, and insights driven products...
You can read it @
www.NeoMarketing.TV
I think there is a need for podcasters to "collectively" start discussing the ways to increase the reach of their work. I'll soon post an article on my blog with additional insights and a call for action... Drop me an e-mail if you're interested in collaborating in regards to this...
ok AT neomarketing DOT tv
Cheers,
Onur Kabadayi
Insomnia Radio on Mar 24th, 2006 at 6:45 PM:
Regardless of the statistics, the core problem that lies with podcasting right now is the fact that is has NOT yet saturated the general public's perception.
I host a music show, and I can tell you with a lot of certainty that even though most of my audience are music lovers, they are the tech savvy kind. What does this mean? Most likely they're doing tech savvy things like programming, designing, working and playing on their computers most of the day, thus the fact that they listen online.
Once podcasting can tap into your average listener (no insult intended..just the general public who enjoys audio entertainment of any kind) we'll start to see this # tip quite a bit.
Oh, and if you're going to do all this research and post your thoughts to the world, "podcasters" are the content PRODUCERS, not the listeners ;-)
Jason Van Orden on Mar 24th, 2006 at 11:03 PM:
Insomnia Radio makes an excellent point.
Podcasting is still in an early adopter stage. Early adopters tend to be tech savvy. Tech savvy could mean they are often on a computer. Often on a computer could mean they are prone to listen at the computer to their podcasts.
But still, it's hard to debate this without 1) a source I can reference myself and 2) a breakdown of that 80%.
Podctrac claims 41% listen on their computer and 56% listen on their MP3 player. This is available on the latest Tech Podcast Roundtable video.
RX8 on Mar 25th, 2006 at 10:39 AM:
hmmmm I really don't think Podcasting is at the early adopter stage, in fact I would argue that its hype has burned out quite a bit. There is less information about podcasting in the press wires, and you really do not hear people talk about it too much.
I atribute a lot of this to the lack of a real business model. If the big guys are having trouble making money, they most likely will abandon it. I don't know....just my gut feeling.
Steve Garfield on Mar 26th, 2006 at 4:45 PM:
Podcasting is the distribution of audio or video files, such as radio programs or music videos, over the Internet using either RSS or Atom syndication for listening on mobile devices and personal computers.
Macthomson on Mar 27th, 2006 at 1:30 AM:
If we agree that podcasts are "on-demand media shows" then I think the semantics can be very easily simplified:
webcast > audio webcast > audio webcast listener
webcast > video webcast > video webcast viewer
After all, whatever the end device the 'web' is involved. And whatever the content it is still 'cast', as in 'thrown out there' like pearls before swine, or a baited fishing line.
Stephen Eley on Mar 27th, 2006 at 11:49 AM:
I'd like a bit more information about this consumer survey from Bridge Data. If the results are available to the public, a link would be great; if not, at least some more explanation of their methodology. You guys are being cited right now as the primary source for this news on Ars Technica, iLounge, and a half-dozen podcasters' blogs. That's good news for you, but more detail and clarity are essential if your intent is to propagate accurate information and not hype.
As for how people listen: My own results are different. I have a podcast called Escape Pod that narrates science fiction stories. I did a site survey at the end of last year, and of the 300 people who responded, 70% listen on portable devices and 30% listen on their computer.
That could just mean my audience is more technical than the larger demographic Bridge Data was identifying. Or it could mean that people who are loyal enough to fill out a survey for a podcast are more likely than average to employ a system to ensure that they get the podcast regularly. (Which, for many of us, means putting it someplace where we can take it with us.)
Pete Prodoehl on Mar 27th, 2006 at 4:49 PM:
When I helped kick-start what eventually became known as "podcasting" one of my goals was to get audio content I could take with me in the car for my 90 minutes of driving every weekday. To do this, it needed to be put on a portable device, and while I started with cassette tapes in 1998, I finally moved to an MP3 player in 2003. I succeeded in my goal of making podcasting work for me. As to other folks, let them do what they want...
lucas on Mar 28th, 2006 at 11:51 AM:
At this point I think it wise for all us media folks to take a stand against the "Kleenex" of the interactive world....
Based on the 80% "poser" number.... and the simple truth of what a "podcast" is we should re-brand the word so that everyone can understand:
ON DEMAND, DOWNLOADABLE CONTENT
That explains what it is and doen't confuse consumers of how and where they can use the O.D.D.C's
Wait I should copywrite...
I take it back ; )
David Maister on Mar 28th, 2006 at 5:35 PM:
As a podcaster, none of this surpirises or worries me. Whether people listen on their computers or their iPods probably won't affect what I say, how I say it or for how long. I'm sure sonmeone will tell me it should, but the truth is that great content wins, and everything else is secondary.
There's probably more drama than new news here. For example, most business books that are bought go unread, and it's no surprise that most podcasts go unlistened to. And since putting the podcast on to an iPod can only happen AFTER you have put it on your computer, it's not suprrising that most people (like me) are either too lazy to go the second step, or are too interested by what they have just downloaded to want to wait further.
To whiom does this debate really matter (except Apple and other mp3 players?)
Heidi Cool on Mar 31st, 2006 at 12:51 PM:
I think we can compensate for the computer listeners by broadening the definition only slightly: "a digital recording of audio or video content, made available on the Internet for downloading in a format that can be transferred to portable devices or other media."
Listening to it on a portable device is not a critical factor, but the ability to do so is critical.
I am one of the minority who listens to podcasts on a portable device (5th Gen iPod). Lectures and discussions require a more active ear than I can provide at work, so on the computer I listen to music. While walking around, driving, grocery shopping, or trying to fall asleep, I can listen to podcasts of academic lectures, BBC comedy, or catch up on the news from NPR, without reducing my productivity.
The ability to subscribe is also very important to me. I don't have to hunt for content, it comes to me, and I can pick and choose which bits seem worthwhile. Stanford on iTunes and the University Channel provide a wealth of interesting content. The topics may vary, so I don't listen to every lecture, but when I update iTunes each evening I can choose what content to keep.
Ben on Nov 27th, 2006 at 2:58 PM:
I listen to podcasts almost every time I drive. I think the technology is tremendous. I do not listen to the radio anymore. I am able to keep up with news and commentary that I never was able to follow regularly before. As you can tell, I cannot say enough good things about podcasting. I listen to what I want to hear when I want to hear it. It is that simple.
Jimmy on Dec 1st, 2006 at 1:25 PM:
I have found all this extreamly interesting, there seems to be need to pigeon hole the term podcasting, square peg in a round hole in this case. It's origins are nothing simpler that audio blogging, a natural and expected progression from the writen blog.
It is often said that a podcast must have an RSS, simply not true, RSS is a tool that compliments podcasting in the same way it does newsfeeds etc, you're better off with it, but you can still produce a podcast without it, a wheel is still a wheel even without an axel.
One of the biggest problems facing the first time listener is not understanding the mechanics of podcasting, podcatchers etc, they don't want to have to download another program first just to listen, they want to press a button and have it delivered to them there and then, or as a audio file. Those site that include this option or a streaming player have a greater (IMHO) chance of getting heard.
Podcasting is still a niche market, confined to those with above average computer skills, if there is a need to label it, call it freestyle audio, no rules.
Note. personaly, I do not consider re-packeged radio programes with copyright music removed as generated by the likes of the BBC as podcasts.
A podcasters is the person who produces the show, voices it, gives it life, packages it and sends it out - its a creative thing.
Jimmy - Co founder - Podcast User Magazine.
www.podcastusermagazine.com
Jerry Bustamente on Mar 23rd, 2007 at 1:13 PM:
David Maister's post makes great sense to me because it succintly puts the issue of podcasting in a perspective that I find realistic. Thanks for your wisdom David.
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Michelle K. on Mar 23rd, 2006 at 5:01 PM:
I think Podcasting has been highly overrated. Most people have no idea what "Podcasting" is and when you tell them the answer is "oh a radio show" a portable device is not even in the equation most of the time, so I agree there. Does it deserve to be the word of the year? Heck no...