A Combined Model Proposal for the Analysis of the Increased Interest Toward Podcasts in New Markets: The Case of Turkey

Podcasts have been offered as a new service by digital music providers for several years now. The shift from Really Simple Syndication (RSS) distribution to central distribution channels has increased the interest in podcasts in low-consumption markets. This study aimed to examine the reasons for the recent increased interest in podcasts in Turkey. To analyze the growth in the popularity of podcasts, a model based on the Technology Acceptance Model and the Uses and Gratifications Theory was used, and a questionnaire targeting the users who listened to podcasts through Spotify, the most popular music streaming service in Turkey, was administered. According to the data obtained, the majority of the participants had first heard about podcasts through Spotify once they announced that they were offering podcasts as part of their services. The perceived ease of use in listening to podcasts served as the major factor behind listening motivations, perceived usefulness of the services, and attitude towards use. Therefore, although the popularization of podcasts in new markets seems to be associated with their unique content, the decisive factor driving the popularization of podcasts is actually more related to the ability podcasts offer users, who are faced with so many stimuli, to access the preferred content anytime and anywhere in a clear and straight forward manner.多年来，数字音乐服务商已将播客作为一项新增服务推出。从简易信息聚合（Really Simple Syndication, RSS）分发转向中心化分发渠道的行业趋势，提升了低消费市场用户对播客的关注度。本研究旨在探究近期土耳其地区民众对播客关注度攀升的原因。为分析播客的流行增长态势，本研究采用了基于技术接受模型（Technology Acceptance Model）与使用与满足理论（Uses and Gratifications Theory）的分析框架，并针对通过土耳其最受欢迎的音乐流媒体服务Spotify收听播客的用户开展了问卷调查。根据调研所得数据，大多数受访者最初正是通过Spotify知晓播客这一服务——彼时Spotify刚宣布将播客纳入其服务范畴。收听播客的感知易用性，是影响收听动机、服务感知有用性以及使用态度的核心驱动因素。因此，尽管新兴市场中播客的普及似乎与其独特的内容属性存在关联，但推动其普及的决定性因素，实则与播客为身处海量信息刺激中的用户提供的能力密切相关：即能够以清晰直接的方式，随时随地获取自身偏好的内容。