Factors Influencing the Tendency to Reuse Podcasts for Delivering Radio Content: A Comparative Study of Generations Y and Z

Document Type : Original Article

Author

faculty of mass communication

Abstract

This study aimed to explore the interaction patterns of Millennials (Generation Y) and Generation Z with audio content presented via traditional radio and podcast platforms, within the theoretical framework of Media Remediation. The research focused on analyzing generational differences in media preferences, listening motivations, and responses to the new digital medium compared to the traditional one, while also identifying the key factors influencing the tendency to reuse podcasts for delivering radio content.
A mixed-methods approach was employed, combining quantitative and qualitative data collection. A questionnaire was administered to a sample of 264 individuals from Generations Y and Z. In parallel, qualitative interviews were conducted with 20 participants from both generations who regularly consume audio content via radio and podcasts, to provide an in-depth interpretation of the quantitative findings.
Field results revealed a notable decline in traditional radio listenership among Generation Z, contrasted with a higher frequency of podcast use. Qualitative responses emphasized the value participants place on on-demand listening, allowing for flexibility in timing and location, as well as control features such as pause/resume. Generation Z did not view podcasts as a replacement for radio, but rather as a more flexible, interactive, and personalized medium. Conversely, Generation Y demonstrated a stronger attachment to traditional radio, with qualitative data highlighting an emotional bond and integration into daily routines such as work, commuting, and household tasks.
Findings also indicated that the frequency of podcast listening among Generation Y was not statistically correlated with the tendency to reuse podcasts for radio content. However, statistically significant correlations were identified between variables such as listening intensity, motivations, perceived media richness, and perceived usefulness, and the tendency to reuse podcasts to deliver radio content. The study concluded with a proposed practical model illustrating the interrelations and effectiveness of these factors in supporting podcast-based remediation of radio programming.
The research also offers recommendations for radio broadcasters on strategies to digitally repurpose traditional radio shows via podcast platforms, ensuring radio's continued relevance in the digital age. Additionally, the study stresses the importance of addressing generational differences when developing repurposed audio content—favoring dynamic, fast-paced formats for Generation Z, and more specialized, in-depth content for Generation Y, reflecting their differing preference.

Keywords

Main Subjects

References

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