EGUNJOBI FLOURISH OLUWAYIMIKA

Podcasting has evolved from a niche digital medium into a mainstream content platform, revolutionizing how people consume and interact with media in the digital era. Originating in the 1980s as 'audioblogs', it has undergone significant transformation. This study employed a mixed-methods approach, combining descriptive qualitative and quantitative survey designs, to investigate podcast users, utilizing estimated population figures where necessary. The findings reveal that podcasting has fundamentally transformed media consumption patterns, shifting audiences from traditional scheduled broadcasting towards on-demand, personalized content. Crucially, podcasting empowers individuals and niche groups to create and distribute content, effectively bypassing traditional media gatekeepers. By catering to specific interests, podcasts foster dedicated communities around shared topics. Consequently, the research recommends that traditional media organizations proactively develop their own podcast offerings and embrace on-demand content strategies to remain competitive.