Podcasts, platformisation and listener loyalty: A qualitative study of podcast consumers

Abstract

From its origin over two decades ago, podcasting has experienced a major surge in popularity, becoming widely adopted by the public both at home and abroad. The economic incentives relating to this mainstream success, has contributed to an increase in interest from various media actors, promoting a surge in investment and subsequent relocation of content to proprietary platforms. These developments, being the contours of platformisation, have redefined the landscape of podcast consumption and distribution, thus posing questions as to its potential effects on the listeners ́ relations to their content of choice.

Hence, I have decided to examine the perceived effect posed by the process of platformsation on the listener loyalty of podcast consumers. In order to propose an answer to my thesis question: How does the process of platformisation affect podcast consumers ́ sense of listener loyalty?, I have selected a qualitative methodological approach, through the use of focus group interviews, in combination with theoretical perspectives regarding the formation of host-listener relations, and the process of platformisation. As such, I propose that my data suggests a clear significance of host-listener relations, and in extension parasocial interactions and relations, perceived ethos and trust, in the listener loyalty of podcast consumers. Furthermore, I would argue that said elements pose as distinctly potent motivators in the selection of content and platforms, even when compared to other considerations such as: content genre, economic strain and ease of use. Hence, they seemingly dictate the presence and strength of listener loyalty, and the manner in which it may be affected by platformisation. Consequently, my research lends support to the importance of the various components of host-listener relations in the sense of listener loyalty of podcast consumers, and the manner in which it may be affected by the process of platformisation.