PODCASTS IN THE STRUCTURE OF A CROSS-MEDIA PACKAGE OF ECONOMIC PLATFORMS

The article explores the integration of podcasts into cross-media platforms focused on economic topics, with an emphasis on their potential to increase financial literacy and engage audiences. An analysis of global practices indicates a high demand for economic podcasts (100 % of the analyzed resources), while in Ukraine only 28 % of economic media use this format, which is significantly inferior to global indicators. At the same time, podcasts offer promising opportunities for simplifying complex economic concepts, creating captivating narratives, and meeting the needs of a diverse audience. The study emphasizes the need to implement best global practices, such as the use of infotainment, simplification of technical terminology, and integration of visual and interactive content. Podcasts can become an effective tool for increasing the financial literacy of the population, as they allow complex economic concepts to be presented in an accessible and understandable form. In addition, the interactive format of podcasts contributes to deeper audience involvement and stimulates them to actively participate in discussing economic issues. Thus, the integration of podcasts into cross-media platforms can contribute to the development of economic culture and increase citizens’ awareness of financial issues. Considering global experience, Ukrainian media should pay attention to successful examples of using podcasts in economic journalism. In particular, podcasts such as «The Indicator» by Planet Money or «Freakonomics Radio», which demonstrate how complex economic topics can be presented in an interesting and accessible form. Adapting such approaches to the Ukrainian context can help improve the quality of economic content and attract a wider audience.