Abstract
Podcasts represent a significant media trend due to their accessibility, variety of content, and ability to reach niche audiences by offering a personalized listening experience. A scholarly study of podcast usage is critical as it provides insight into changing media consumption patterns. This study integrates Uses and Gratification Theory, which has been applied by many researchers (e.g., Perks et al., 2019; Craig et al. 2021; Chung & Kim 2016), to explore the factors behind podcast usage motivations. Unlike previous ad hoc studies, this research includes two surveys from 2020 and 2024, with 196 and 268 valid responses, uncovering changes in podcast listeners' motivations pre- and post-pandemic. Results show typical podcast users are predominantly young, educated females who prefer comedy podcasts on smartphones. Primary motivations include entertainment, attention, convenience, relaxation, escape, social interaction, and information/education, with attitudes, affinity to the medium, and perceived realism also influencing consumption. Notably, information/education, escape, and social interaction are key predictive factors for podcast usage. The study offers valuable recommendations for media industry practitioners, highlighting podcasts' potential to displace other media through customizable experiences and multitasking opportunities, making listeners feel ’productive’ both physically and mentally.
Author Information
Matthias Werner, University of the Bundeswehr Munich, Germany
Carsten Rennhak, University of the Bundeswehr Munich, Germany
Paper Information
Conference: MediAsia2024
Stream: Social Media and Communication Technology
This paper is part of the MediAsia2024 Conference Proceedings (View)
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To cite this article:
Werner M., & Rennhak C. (2024) It’s Time to Podcast: Hype or Here to Stay? A Pre- and Post-pandemic Trend Study ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2024: Official Conference Proceedings (pp. 333-346) https://doi.org/10.22492/issn.2186-5906.2024.27
To link to this article: https://doi.org/10.22492/issn.2186-5906.2024.27
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