Podcasting a viable medium?

There’s been considerable debate about how iPod/MP3 ownership impacts radio listening. According to Jacobs Media’s Technology Web Poll II (conducted in late February, 2006, among more than 25,000 respondents), iPods are cutting into time spent listening to radio. About one-fifth of iPod/MP3 player owners say they listen mostly or exclusively to these devices. Four in ten now split their listening between iPods and radio, while over one-third primarily listen to the radio. The survey suggests that podcasting is also having an impact. One-fifth (22%) of those who own an iPod or portable MP3 player say they’ve downloaded/listened to a podcast: Of this group, nearly two-thirds (64%) subscribe to at least one podcast, and a majority listens to most or all podcasts that come their way. [via RAIN]

Seems like there's another report every week and the findings are all over the place. So pick the one you like.