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PODCASTING ON PURPOSE: EXPLORING MOTIVATIONS FOR PODCAST USE AMONG YOUNG ADULTS

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Clay Martin Craig, Mary Elizabeth Brooks & Shannon Bichard

ABSTRACT

Despite the pervasive nature of podcasts, little research has examined college student’s affinity for and motivations to listen to podcasts. This study investigated college students’ motivations, attitudes and behaviors in association with podcasts utilizing the appreciative listening framework in conjunction with uses and gratification theory. Using a survey from two southwestern universities, this study found three motivations for podcast usage: 1. entertainment, 2. escapism, and 3. information. Further analysis revealed a lack of gender differences in motivations, but motivations varied by podcast genre. Additionally, entertainment was a strong predictor of podcast listening and both entertainment and escapism were predictors of favorable attitudes toward podcasts.

International Journal of Listening, 37:1, 39-48, DOI: 10.1080/10904018.2021.1913063