iTunes customers subscribed to more than one million Podcasts in the two days after the new service was launched.

It is thought that by including Podcasting capabilities in iTunes, Apple will popularize that method of publishing files to the Internet, and encourage subscriptions to the services described by Apple CEO Steve Jobs as "the Wayne's World of Radio".

KCRS management consultant Will Lewis said: "iTunes has done what possibly no one else could have accomplished, propelled Podcasting into the mainstream. Our servers have been swamped with a stratospheric increase in traffic. In fact, downloads have increased tenfold as a result of the iTunes 4.9 launch."

The originators of the Podcast are lining up to give their thanks to Apple for pushing the service. Co-founder of the PodShow Podcast Network Adam Curry said: "With the release of iTunes 4.9, listeners are voting with their ears. Subscriptions have dramatically increased across our entire PodShow Podcast Network, and I predict over the coming months that iTunes will introduce tens of millions of new listeners to the world of Podcasting."

Developer of iPodderX August Trometer said: "Podcasting is like cappuccino. Gourmet coffee was around for a long time, but it took Starbucks to put it on the map. Apple is like the Starbucks of Podcasting and advertisers will take us more seriously now."

iTunes enables anyone to quickly and easily find and subscribe to their favourite Podcasts so that every time there's a new episode, it's automatically downloaded to their Mac or PC and Auto-Synced to their iPod.