Podcasting: The Next Generation

I admit to being a hopeless apologist for the podcasting format. While statistics suggest that only about 10 million people regularly download audio and video programming, I think this is too compelling a platform to ignore. Short form, time-shifted media is not restricted to iPods, however. Much of the programming is experienced in streams online, and now we see it moving to other venues like AppleTV, set top boxes, mobile phones, and even game consoles. Last week at the E3 video gaming trade convention both Sony and Microsoft announced expanded programming on the PS3 and Xbox 360 respectively. Like a new cable network, both machines feed into living room TVs films and TV shows in much the same way iTunes and AppleTV have for a while now. Both services go live in the fall, and I expect that like AppleTV they will pull in podcast material and other Web shows.

This may be a bigger deal than we think for Web multimedia producers. The game consoles have an installed base of over 10 million units, and that reach only expands as this next generation hits deeper household penetration. I know from my own AppleTV habits that video podcasts are among the most interesting content options on a set top box. I firmly believe that connected consoles and set yop boxes will give publishers a new outlet for their video programming. And advertisers are starting to take notice. Ad insertion company Kiptronic tells me that their video business has expanded 300% this year. Companies like Banc of America and brands like Mountain Dew now produce custom ad creative for short form video. Sell through for Kiptronic partners on both audio and video podcasts is 50%, which is pretty astonishing. The audience size for podcasting may still be relatively modest, but the concept of time-shifted short form media is going to be big as more devices come online.