A COMPARATIVE ANALYSIS

The growth of digital audio platforms has redefined audience behavior and reshaped the landscape of audio communication. This study explores how audiences engage with traditional radio and podcasts, comparing their listening habits, preferred content, demographic trends, and approaches to advertising. The study used the survey research method. It drew a sample size of 341 respondents from a population of 2300 based on stratified and simple random sampling techniques. The findings show that although radio continues to enjoy widespread recognition and accessibility, listening is increasingly occasional and often limited in duration. Podcasts, by contrast, are attracting younger audiences who value the flexibility of on-demand listening, longer and more immersive sessions, and opportunities for interactivity. With entertainment and educational programming identified as the most favored content types, interactive features such as social media comments and live discussions played a key role in fostering loyalty and a sense of connection. The study further reveals a generational divide, with podcasts strongly appealing to younger, digitally literate audiences, while radio remains significant among older listeners. Overall, the research concluded that radio and podcasts are not in direct competition but serve complementary functions: radio retains strength in immediacy and mass communication, whereas podcasts thrive in personalization, participation, and niche targeting. The study recommends that broadcasters, advertisers, and policymakers embrace the strengths of both platforms and adopt strategies that align with evolving audience needs in the digital era.