"Podcasts are a very intimate thing. It's an intimate one-to-one relationship with the listener. It makes sense to lean so heavily on the talent when you're marketing and presenting it.:
"The real question is how far ESPN will be willing to go in the name of audience expansion and revenue—at the risk of alienating the standards of the worldwide leader."
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."