Oxford Analytica has released a new research brief (registration required) that looks at podcasting as a "new Internet medium." Noting that while it was not a new delivery method for content, the brief's authors state that Apple's involvement "may signal a shift in the market for digital entertainment and home computing."

The research firm added that the podcasting revolution "builds on the p[opularity of the iPod, which was less an invention and more a redesign and rebranding of the MP3 player: Apple recognized that there was an opportunity to enter a market that had been dominated by the uninspired design of technically oriented devices through an approach that emphasized simplicity."

Oxford Analytica also pointed out that "podcasting has stimulated a new form of amateur content production. The podcasting system threatens to do for digital broadcast what accessible web design software did for amateur homepages. The opportunity to be globally visible through the Internet may provide sufficient motivation for individuals to develop content, even if nobody is watching or listening."

The advent of the video iPod means that video podcasting "expands the possibilities significantly," according to the research firm. It sees the format as "likely to be popular with users. In the longer term, this may provide Apple with a platform that allows it to compete with traditional broadcast media such as cable television, satellite and film-on-demand." In fact, Oxford Analytica sees "no reason why Apple cannot make available films on a fee for service basis."

While competitors continue to hammer away at the iPod's dominating market share, the research brief's authors believe that "they will struggle to compete with Apple's dominant level of market penetration." They see more serious competition in the cell phone realm, but even there, "phone designers face technical challenges with respect to storage, and given the trend toward miniaturization of phones."

In conclusion, Oxford Analytica believes that "the interest in podcasting will increase [Apple's] market share in computing in the coming years."

A shorter version of this brief is available on the Forbes Web site.