Podcasts in Bulgaria: An Alternative, Parallel or Flexible Approach to Changing the Media Ecosystem

Podcasts in Bulgaria have flourished and solidified their presence in the second and third decades of the 21st century across various dimensions. Firstly, they serve as alternative sources of expert information. Secondly, they offer a parallel platform for disseminating information alongside traditional media genres and formats. Thirdly, they contribute to the development of a flexible media market, accommodating both public and private media entities, as well as individual, corporate, institutional, or organizational channels. This analysis focuses on podcasts in Bulgaria spanning from 2021 to 2023, produced and distributed by diverse media outlets, individuals, and organizations. The hypothesis posits that podcasts function as both media and businesses, serving as communication channels and a model that blends information dissemination with shared experiences. They represent a product resulting from media, digital, and communicative literacy. The methodology employed adopts an interdisciplinary approach, encompassing media, genre, and discourse analysis. The conclusions drawn are based on a comprehensive study, although not claiming to be exhaustive. It is assumed that podcasts in Bulgaria offer a versatile means of positioning themselves alongside traditional media, thereby contributing to the creative industry and the media market simultaneously. Keywords: podcast, media market, media ecosystem, media genre, creative industry, media content.