Charlene Li at Forrester on Podcasting to Date

Charlene Li's Blog pulls back the curtain on Forrester's opinion on podcasting to date: who's listening and what they're listening to. Forrester has consistently come in with the lowest estimates on podcasting – and that's fine – the older I get, the less I tend to believe everything I read, hear, or watch. I'm ok with their lower number estimates, although I think most podcast evangelists will have a heart attack over them.

At the heart of the issue is something I have said before and here someone else is echoing the sentiment. Time shift consumption of media with content we're already familiar with will be the main stream use of podcasting. Brand names that we know and love will become the most listened to or watched shows.

Charlene is quick to say that one shouldn't necessarily put podcasting on the backburner due to these lower estimates – instead, carefully choose your podcast strategy, in order to be most effective in the reach of your desired audience.