On the Interdependence Between Podcast Design and Usage Motives in German-Language Podcasts

Systematic frameworks for describing podcast design remain scarce. Previous research on listening motives often treats podcasts as a monolithic category or focuses on specific genres, leaving open how motives vary across different design types. This dual-perspective investigation examines two questions: Which primary design types characterize German-language podcasts, and how are listening motives related to these design types? Using a multi-method qualitative approach, 30 podcasts were analyzed through iterative listening and 16 expert interviews to develop a typology of design. Additionally, 29 semi-structured listener interviews were examined via qualitative content analysis to identify usage motives and their associations with design types. The analysis identified three podcast design types—story, talk, and factual (STF)—each characterized by distinct structural and aesthetic features. The analysis further suggested that factual design types were primarily associated with cognitive motives, talk design types with social motives, and story design types with affective motives. The resulting STF model is a relevant framework for both academic research and practical applications in podcast production. The results further suggest that usage motives may be linked to these design types and thus indicates how podcast form and audience needs and gratifications may be interdependent.