The study examined factors contributing to audience loyalty to podcasts, integrating social identity theory and uses and gratification theory. Results revealed that most creator characteristics and both entertaining and narrative nature of podcast content significantly influence audience loyalty. However, multitasking aspect of podcasts did not considerably affect audience stickiness. The findings offer insights into increasing audience loyalty in digital audio media.
The academic study analyses podcasting behaviours in developing countries like Serbia and Turkey, focusing on audience tendencies and demographics. Findings from a survey of 923 podcast listeners showed that while podcasts are part of Serbian visual culture, Turkish listeners have fully adopted the format. Serbian audiences are more demographically diverse, indicating a wider audience reach.