The Future of Podcast in Malaysia

Chin, Ken Foh (2023) The Future of Podcast in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

With the development of the internet and technology, podcasts have become popular worldwide and more platforms are available for audiences to listen. In addition, podcasts offer listeners the opportunity to learn about world events, political issues, women empowerment and others. Some data has shown that the listenership of podcasts has increased tremendously in Asia, including Malaysia. Therefore, the aim of the study is to find out the extent to which podcasts are known in Malaysia and how listeners in Malaysia consume podcasts and radio FM. The research utilizes the concept of awareness by Margaret K.Yuare as the theoretical framework for this study is to identify the level of awareness to conclude the perception of podcast among the audience in Malaysia, also this research have implement users and gratification as second theoretical framework for this study is to identify the key factors driving podcast and radio usage by the audience in a way to understand the consumption pattern of radio and podcast among the audience in Malaysia. Quantitative data analysis has been used in this research and a total 150 respondents were collected through social media platforms. The researcher draws some meaningful conclusions from the analysis and interpretation of the data. Based on the analysis, it shows that the majority of the Malaysians have achieved level one and level two of level awareness of podcasts which they noticed and felt the feature of podcasts. Among the ethnicity, only Indians have achieved level three of level of awareness of podcasts. Nevertheless among Chinese, Malay and Indian respondents there is a consensus to conclude that podcast is an essential part in daily life, and mainstream radio will be replaced by podcast in the future