Webcasting Adoption: Technology Fluidity,-User 'Innovativeness, and Media Substitution Carolyn A. Lin Even though a tremendous adoption growth-triggered by the increased broadband connections to Internet user homes- has occurred since 200 I, little is known regarding who the early adopters may be, the reasons why they adopt webcasting and what types of content will be most viable for adoption. This study examined the potential factors that could help predict webcastingadoption. In particular, it utilized several theoretical elements to explore audience interest in adopting broadcast video streaming via webcasting. It also assessed user interests in accessing' local webcast programming. A national sample of 454 Internet users was interviewed in a telephone survey. Study results provided strong support for the proposed theoretical framework that integrated the theories of technology fluidity, adopter innovativeness, and media substitution. Webcasting, hailed by some as the last frontier of the Internet era, has thus far been trekking sluggishly along its diffusion curve at 7% (Morrissey, 2003). This lackluster adoption rate is largely due to the technical constraints of Internet transmissionspeed and bandwidth. According to industry tracking statistics, the total video streams accessed in 2002 increased 52.3% to nearly 4 billion since 2001; average streams accessed per unique user also showed an increase of 25% per month to 1.53 (Accustream iMedia, 2003). This growth was primarily triggered by the increased penetration of broadband connections to Internet user homes (Atkin & Lau, 2002). Major broadcast and cable television networks have been streaming their news, sports, and selected programs online, as have major professional sports leagues (Wingfeld, 2002). Video streamingon local television stations has also started to take off, as local stations realize that webcasting is a good venue to reap additional local advertising revenues, public relations benefits, and branding utility (Murray, 2001 1. In an era of diminishing.media localism, localized webcasting-unrestrained by the rigid broadcast schedule-could help cultivate an ancillary service that is beneficial to the local community interest. Moreover, major online brands such as Yahoo!, Real Caroryn A. Lin IPh.D. Michigan State University) is a Professor in the Department of Communication Sciences at the Universify of Connecticut. Her research interests include content, uses and effects of communication technology, advertisiAg, and health communication. Q 2004 Broadcast Education Association Journal ol Broadcasting & Electronic Media 48(31, 2004, pp. 446-465 446