Exploring why Thai people listen to podcasts.

Abstract

Currently, the number of podcast listeners is continuously increasing with a positive trend. However, it has not yet been recognized and promoted in appropriate ways. Therefore, there is a small number of podcast listeners in Thailand. The objectives of this study are to explore why Thai people listen to podcasts, understand the listeners’ preferences, and provide some recommendations to broadcasters for improvement. The qualitative research methodology was applied in this research with twenty-five participants who usually listen to podcasts at least twice a week. The result shows that there are five factors including edutainment, convenience, social aspect, advertising, and broadcaster’s credibility that have a relationship to podcast listeners motivation.