Despite widespread publicity, however, podcasting itself remains unfamiliar to most US consumers. According to TDG's recent research, 64% of Internet users are not familiar with or have not heard of podcasting. Making matters worse, many music and audio publishers refer to their downloadable content as "podcasts" even though they are not tagged or do not provide subscriptions.
Lastly, because Apple is so closely associated with the iPod, anyone that promotes podcasting is in essence promoting the Apple brand. Yes, the iPod has become the Kleenex of its time: it is more than just the brand of a particular product – it is now a product category in itself. That said, no doubt the podcasting name will be further diluted with time, competition, and new technologies, much like Internet broadcasting, streaming, and radio are often used interchangeably today..