A new study by Forrester Research is causing quite a ruckus by estimating that Satellite Radio will have penetrated 20 million US households, and Podcasting will be listened to in 12.3 million US households, by 2010.
This new report titled "The Future Of Digital Audio" apparently has some nice tidbits (I have been able to get the report yet):
- Forrester suggests that the satellite radio industry consider offering multitier subscriptions to reach the more than 85 percent of US households that fall outside this wealthier, early-adopter segment.
- Online radio will reach 50 percent of broadband enabled households by 2010.
- Podcasting will see 12.3 million households as MP3 adoption climbs and broadband reaches 62 percent of households. (Please, oh please, why can't Satellite Radio have a Podcasting channel?)
- HD radio growth will lag satellite but will eventually reach 9.7 million US households by 2010.
They also mentioned how the Terrestrial radio industry will have to deal with increased ad skipping as the adoption of timeshifting digital radio recorders (DRRs) increases. Awwww..
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