STREAMING FRIGHTS IN SOUTHEAST ASIA: A NARRATIVE ANALYSIS OF HORROR PODCASTS IN INDONESIA, THE PHILIPPINES, AND SINGAPORE

The podcast sector is growing into a multi-billion-dollar global industry. Horror podcasts are one of the most listened-to stories in the streaming habit. Catching Southeast Asia listeners, the genre constantly takes a trending lead. The horror podcast landscape in the Southeast Asia industry entangles unique cultural characteristics and social values yet at the same time the international market is prevalent with a universal approach to horror stories. This research investigates the characteristics and structure of Southeast Asian horror podcasts within the global market of Southeast Asian horror narratives. A narrative content analysis is used to dissect horror episodes podcasts produced in 3 different Southeast Asian countries, in light of finding patterns in structure as well as representation of horror realities in the Southeast Asian podcasts. The findings of this research show several distinct structures of podcasts and narratives within Indonesian, Philippines, and Singapore horror podcasts; this distinction is intertwined with the region's rich cultural heritage, audience cultural backgrounds, and communicative culture. Keywords: Podcast, horror, Southeast Asia, narrative content analysis, genre, entertainment industry,streaming