Audience Perceptions on Online Radio Platforms: A Case of University Students in Nyanza Region, Kenya

The purpose of this study was to examine audience perceptions of online radio platforms among university students in the Nyanza region. The study’s objectives included assessing audience perception of the programming of online radio platforms among university students in the Nyanza region, evaluating audience perception of signal reception of online radio platforms among university students in the Nyanza region, investigating audience perception of programs aired on online radio platforms among university students in the Nyanza region, and analyzing audience perception of program presentation of online radio platforms among university students in the Nyanza region. This study was underpinned by the framing theory and the agenda-setting theory. The research employed a descriptive research design. The target population was 872 media studies undergraduate students in six universities in the Nyanza region. Stratified random sampling was utilized to select 274 students in each of the universities. Data were collected through semi-structured questionnaires, and a pilot study was conducted at Rongo University. The study used questionnaires for accuracy and consistency, and data were cleaned and analyzed using the Statistical Package for Social Sciences software. Descriptive statistics were employed to examine audience perception of online radio platforms. A thematic analysis approach was used to identify recurring themes and to explore participants' perspectives. Data were presented using graphs, pie charts, and tables. Findings revealed that online radio provided higher quality programming compared to traditional radio. Results indicated that signal reception on online radio platforms was consistently reliable. According to the findings, programs aired on online radio platforms were engaging and interesting. Results indicated that the presentation style of programs on online radio platforms was professional. The study concludes that diverse and high-quality content on online radio platforms caters to varied interests, offering clear audio and stable listening experiences. Engaging and well-structured programs meet entertainment needs, recommending the development of new genres, topics, and formats to stay relevant. Quality programming, optimized scheduling, and innovative content delivery methods are essential for maintaining listener satisfaction and competitiveness in the media industry.