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Podcasting usage in education is increasing. The potential is to change the teaching and learning experience significantly, as it can facilitate organisation and delivery of information tailored to users' individual preferences and learning styles. However, there is a lack of understanding of some of its implications and potential benefits. In this colloquium, we examine the increasing adoption of podcasting by UK universities over the period 2006-2007. The finding suggests that the current podcasting usages are driven mainly by four characteristics: teaching, service, marketing and technology. Identifying and separating out the usages assists the pedagogical challenge to focus upon a systematic adoption of this emerging technology as an educational aid.