While people want to hear existing radio shows, TV news programs, and recorded books, only 8% wanted to hear podcasts from amateurs or bloggers.
Companies could convert existing content such as earning calls, training updates, and executive presentations to podcasts. Li cautions 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.
Here's the Forrester Report summary:
Podcasts have hit the mainstream consciousness but have not yet seen widespread use. Companies that are interested in using podcasts for their audio should focus not only on downloads but also on streaming audio as a means to get their content and ads to consumers."Podcasting will get easier and the content will get better, but it will all take time," writes Li.