It looks like the podcast keeps on growing. This is a great new article from eMarketer.

The podcast audience has grown, too, and eMarketer projects that growth will continue at least through 2013, when there will be 37.6 million people downloading podcasts on a monthly basis, more than double the 2008 figure of 17.4 million.

As a percentage of Internet users, podcast downloaders will grow from 9% in 2008 to 17% in 2013.

I’m betting that there are still some of you out there who will look negatively at this. Those who do probably think that unless you reach a huge audience you’re not succeeding. However, that’s not what podcasting is all about. You’ve got to think, “niche” audiences. It really is about who is listening as much or more than gross numbers.

Even in this article from eMarketer they focus on how “mainstream” media is using the platform. I think they ought to also do some research on how large and small companies are using podcasting effectively. I think it’s a mistake to look at podcasting as just another way to distribute a broadcast. How about a platform that lets you reach and directly communicate with your customers and members? In fact, if the audience is growing, even if it’s being driven by mainstream content, doesn’t that help out all of us who create our own since more people are equipped and downloading?