James says podcasting is definitely a business that is going to grow. In US alone podcasts are at about 7% penetration, while radio is at 60%. There is a lot of room to grow.

There are a lot of heritage voices in podcasting who seem to have an issue with new developments, and although it is useful to know where the industry has come from, if we are to move forward, and to get podcasting to 90% listenership, we have to break some norms.