Podcast and Contemporary Traditional Broadcasting: A Genz Comparative Analysis

Abstract

This study examines the role of podcasts in contemporary broadcasting through the lens of the GenZ. It investigates their knowledge and opinion on the factors behind the emergence and rise of podcasts, as well as how it complements and challenges traditional contemporary broadcasting through these objectives; to investigate the emergence and increasing prominence of podcasts in the contemporary broadcasting; examine how podcasts influence audience behavior, such as consumption patterns and media preferences; identity the key characteristics of successful podcasts in terms of content creation, format, style and strategies as well as determine how podcasts complement or challenge traditional broadcasting platforms and their impact on the GenZ audience. Theoretical framework was built around the diffusion of innovation and Uses and Gratifications theories. The descriptive survey research design was adopted with the use of questionnaire for data collection allowing for the systematic collection of data subjected to statistical analysis, aiding in drawing conclusions and providing solutions to the identified research problem. Data were analysed using simple percentage frequency method. The population of study was drawn through random sampling from undergraduate students of Koladaisi University, Ibadan with a sample size of 250. Findings reveal that podcasts have expanded exposure to different perspectives and ideas beyond what the GenZ have encountered through traditional broadcasting. The study concludes that podcasts have become a significant force in contemporary broadcasting, reshaping the media landscape through their accessibility, flexibility, and depth with recommendations for further integration into broadcasting strategies especially for the youth.