Podcasts as the New Radio: Shaping the Future of Storytelling

The rise of podcasts has transformed the audio-visual landscape, positioning it as a modern equivalent of the traditional radio and reshaping the art of storytelling. The purpose of this study was to explore how podcasts are redefining narrative structures and engaging listeners in innovative ways. This research aimed to analyze the shift in audience consumption patterns from radio to podcasts and examine the ways podcasts have expanded creative possibilities for storytellers. It also sought to investigate the cultural, technological, and economic factors driving the popularity of podcasts as a storytelling medium. The study adopts a mixed-method approach, collecting quantitative data from 100 podcast listeners and qualitative data from 10 podcast creators. The findings are organized according to gender, age, academic qualifications, and work experience. The findings reveal that podcasts have created room for greater interactivity between podcast creators and listeners and widened the room for creativity in content production and storytelling, in turn fostering deeper connections with the audience. Podcasts are also more accessible in urban areas compared to rural areas due to the digital divide, hence ensuring that radio continues to be the preferred source for news and audio entertainment. This study offers insights for creators, communication practitioners, and marketers on leveraging podcasting as a tool for brand storytelling and community building. For policymakers, the study underscores the need for updated frameworks that address media regulation in the context of digital audio-visual platforms. Universally, this study contributes to the world of knowledge by advancing the understanding of podcasting as a distinct and evolving form of digital storytelling.