Far more people listen and watch than read. Partly this is a matter of time – a book takes much longer to read than a video does to watch. It is also a matter of education and literacy level – some people are intimidated by books and lengthy written material.

Online video allows the spoken word to have comparable effect and impact as both live performance and the written word, but to a vastly greater number of people.

With downloadable audio this reach is magnified further. You don’t have to sit and watch an audio podcast. You can walk around. You can drive. You can cook. You can do the dishes. Many people can do their daily work while listening to podcasts.

People can access video and audio whenever they want to. They can also do it in private.

Far more people will watch online video than will read. And many more people still will listen to downloadable audio  and podcasts than will read. The potential audience for video and audio media is many times bigger – we have no idea about exact figures – than for textual format.