iTunes is probably central to the ecosystem in the same way that the NEw York Times drives the national political conversation although only about two in 100 Americans actually read it: it’s an authoritative source and the people who do read/use it tend to be more influential.

I also wouldn’t underestimate the possibility that there is some correlation between enjoying the podcast format and Appple products. This American Life, as the prototypical podcast, is really what happens if you leave Jony Ive in a locked room with only a microphone and a dwindling supply of coffee.