Podcasting could easily be described as “Audio & Video on demand 2.0″. The numbers show that podcasting is growing rapidly but hasn’t hit mainstream yet. What is still missing?

1. Color screens
In order to watch video podcasts you need player with a color screen and a high-enough resolution (even an iPod can’t really play videos yet - there are rumors about an Video iPod in the works). It will take some time until these devices are widely spread out. Many users are still happy with their first generation iPods and won’t replace them just because they can watch video.

2. Content
There is not a whole lot “podcast-only” video content out there yet that would trigger users to buy the above mentioned devices. Imagine Mr. Bean would be brand new and the episodes would only be available via podcasts? Once enough unique and original content is available in podcast formats the trend will gain widespread popularity.

3. The requirement to install separate software
That is a huge inhibitor to the masses. Imagine how long it took Napster to really take off? A lot of users were skeptical initially to download an extra client. Nobody wanted to be the first one. Same with RSS readers that are an essential tool to download podcasts. Many people are ready RSS feeds every day already - without even recognizing it because it is embedded in other websites.
But downloading a separate piece of software to gain access to RSS feeds directly is intimidating to many users. Once RSS is embedded in standard applications like Internet Explorer, Firefox or Outlook many more people will be willing to give it a try.
Many people don’t know yet that they can get their RSS feeds via sites they already are subscribing to.

Taken everything into consideration, these are rather small steps and I have no doubts that podcasts will take off. The whole trend will send another round of shockwaves to the traditional broadcasting and advertising industry. A podcaster has total control over what he/she wants to see or listen, to. Ads can be skipped if they should be embedded in the podcast. The media landscape will be even more pixilated than it is today. Users might decide to watch podcasts from different countries and thousands of different channels. Everyone can create their own individual menu. We will se trends emerging out of nowhere that will put the whole word-of-mouth on the internet to shame.

People will have more time for podcasts than for web surfing. Daily commutes and traveling are just two ways of people to access their podcasts.

Oh, yes: Where is the content coming from?
$2,000 US buys you a digital video camera that can produce excellent quality footage. If someone creative has an idea for a show they don’t really need much else any longer…As an Hollywood executive I’d be pretty scared and would try to pay off my mortgage as soon as possible. And maybe start checking out the public schools in the area…