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THE GROWTH OF PODCASTING AMONG URBAN YOUTH: LISTENING HABITS AND CONTENT PREFERENCES IN IBADAN, OYO STATE.
Abstract
This research investigates the growth of podcasting among urban youth in Ibadan, Oyo State, Nigeria, with a focus on listening habits and content preferences. Podcasting has surged as a digital audio medium, offering on demand, personalized content that resonates with young audiences in urban settings amid increasing smartphone penetration and internet accessibility. In Nigeria, particularly in cities like Ibadan, youth engagement with podcasts reflects broader shifts in media consumption, driven by motivations such as entertainment, education, and escapism. Employing a descriptive survey design, the study targets 400 urban youth aged 18 35 in Ibadan to assess awareness levels, frequency of listening, preferred genres, motivational factors, and challenges influencing podcast adoption. Findings are anticipated to reveal high preferences for motivational, educational, and comedy genres, with listening often occurring during commutes and leisure, contributing to enhanced knowledge acquisition and community building. The research will provide recommendations for content creators, educators, and policymakers to leverage podcasting for youth empowerment and cultural preservation in Nigeria’s evolving mediascape.
Keywords: podcasting growth, urban youth, listening habits, content preferences, Ibadan, Nigeria.
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Podcasting, as a digital audio medium, has transformed from a niche form of content delivery in the early 2000s to a mainstream platform for storytelling, education, and entertainment, particularly among urban youth in developing regions like Africa. Originating from the fusion of “iPod” and “broadcast,” podcasting enables on demand audio consumption through RSS feeds and mobile applications, allowing listeners to engage with diverse topics at their convenience (Berry, 2016). This evolution has been fueled by technological advancements, including widespread smartphone adoption and affordable data plans, which have democratized access to audio content beyond traditional radio broadcasting (Minooka, 2024). In global contexts, podcast listenership has surged, with billions of episodes downloaded annually, reflecting a shift toward flexible, personalized media experiences that cater to multitasking life styles, such as commuting or exercising (Minooka, 2024).
In Africa, podcasting represents a “new orality” in the mediascape, blending traditional storytelling with digital innovation to address cultural, social, and informational needs (Royston, 2021). African countries with robust digital ecosystems, including Nigeria, South Africa, and Kenya, have witnessed accelerated growth, where podcasts extend radio’s reach by offering on demand access to localized narratives (Royston, 2021). Nigeria, in particular, has seen exponential podcast adoption, with listenership growing by 222% between 2021 and 2022, driven by urban youth who constitute a significant portion of internet users (Fashola, 2025). Spotify data highlights that Nigerian Gen Z individuals aged 18 24 account for 50% of podcast streams, underscoring the medium’s appeal to younger demographics seeking content that aligns with their interests in self development and entertainment (Fashola, 2025).
Urban youth in Nigeria, especially in cities like Ibadan, Oyo State, embody this trend, as they navigate a media landscape marked by high mobile penetration over 195 million telephone subscribers and projected internet growth to 117 million users by 2027 (Ayobolu, 2024). Ibadan, as a major urban center with a youthful population and educational institutions like Koladaisi University, serves as a microcosm for examining podcast dynamics. Studies indicate that 77.3% of urban youth in such settings listen to podcasts, with 86.3% noting increased popularity and diversity in genres over recent years (Ayobolu, 2024). Listening habits among this group are characterized by regular engagement 35.8% multiple times weekly and 34.2% monthly often integrated into daily routines like commutes, workouts, or bedtime (Chan Olmsted & Wang, 2022).
Content preferences reveal a predilection for genres that foster personal growth and social connection. Motivational podcasts top the list at 21.5%, followed by educational (16.0%), comedy, lifestyle, and society themed content, as urban youth seek alleviation from boredom, knowledge acquisition, and community engagement (Fashola, 2025; Ayobolu, 2024). For Gen Z (aged 14 29), comedy and lifestyle dominate, reflecting a desire for relatable, entertaining narratives that contrast with traditional broadcasting’s structured formats (Katzenberger et al., 2022). Motivations align with uses and gratifications theory, encompassing thematic interest, entertainment, escapism, and informational needs, with 55.5% using podcasts for learning and 56.5% for relaxation (Boling & Hull, 2018; Pavelko & Myrick, 2020).
Factors influencing growth include peer influence, internet availability, and personal interest, with 52.5% of youth reporting regular listening due to these elements (Fashola, 2025). Podcasts also complement traditional media by offering niche topics underrepresented in radio, expanding exposure to diverse perspectives (Ayobolu, 2024). In Ibadan, where urban youth face challenges like limited access to formal education channels, podcasts bridge gaps through self development content, fostering cultural preservation and public discourse (Craig et al., 2023). This study builds on these insights to explore podcasting’s trajectory in Ibadan, contributing to understandings of digital media’s role in youth empowerment.
1.2 Statement of the Problem
Despite the rapid expansion of podcasting, urban youth in Ibadan encounter persistent barriers to optimal engagement, including intermittent internet connectivity, prohibitive data costs, and insufficient awareness of locally relevant content. Although listenership among Nigerian youth has grown by over 40% annually, significant gaps remain in understanding how these structural constraints influence consumption patterns and preferences (Fashola, 2025). In Ibadan specifically, only 77.3% of youth engage with podcasts regularly, while 25.8% report unchanged listening habits, suggesting stagnation despite substantial potential for wider adoption (Ayobolu, 2024).
Content consumption skews disproportionately toward motivational and educational genres, yet systemic challenges such as unreliable signal quality and a dearth of Hausa- and Yoruba-language podcasts perpetuate exclusionary practices (Royston, 2021). Core motivational drivers including escapism and community formation remain unmet for segments of the population, resulting in underutilization even as 79.1% acknowledge podcasts’ transformative influence on their worldviews (Ayobolu, 2024; Perks & Turner, 2019). The enduring dominance of traditional broadcast media further compounds these issues, as youth express preference for podcast flexibility while simultaneously confronting monetization obstacles and production limitations faced by local creators (Minooka, 2024). This study seeks to systematically analyze these interconnected challenges to develop evidence-based strategies for improving podcast accessibility and cultural resonance in Ibadan.
1.3 Objectives of the Study
The general objective is to examine the growth of podcasting among urban youth in Ibadan, Oyo State, focusing on listening habits and content preferences.
The specific objectives are:
- To determine awareness levels of podcasts.
- To assess frequency of listening habits.
- To examine preferred content genres.
- To evaluate motivational factors for consumption.
- To identify challenges influencing adoption.
1.4 Research Questions
The research questions align with the objectives as follows:
- What are awareness levels of podcasts?
- What is frequency of listening habits?
- What are preferred content genres?
- What are motivational factors for consumption?
- What are challenges influencing adoption?
1.5 Significance of the Study
This research provides empirical insights into podcasting’s role in urban youth media consumption, enabling content creators in Ibadan to tailor genres like motivational and educational content for better engagement. Educators can integrate podcasts into curricula for enhanced learning, addressing gaps in traditional methods. Policymakers benefit from data on digital divides, informing initiatives to improve internet access and support local production. Academically, it enriches literature on African digital media, fostering further studies on youth empowerment through audio platforms.
1.6 Scope of the Study
The study focuses on urban youth aged 18-35 in Ibadan, Oyo State, Nigeria, examining podcast listening habits and preferences from 2020-2026. It excludes rural areas and other media like radio or video streaming.
1.8 Definition of Terms
- Podcasting: On-demand digital audio content distributed via RSS feeds.
- Urban Youth: Individuals aged 18-35 residing in city environments.
- Listening Habits: Patterns of frequency, timing, and context of podcast consumption.
- Content Preferences: Favored genres and topics in podcasts.
- Ibadan, Oyo State: Major urban center in southwestern Nigeria.
References
Ayobolu, Y. O. (2024). Podcast and contemporary traditional broadcasting: A GenZ comparative analysis. International Journal of Mass Communication and Journalism, 10(2), 1-15. https://www.arcjournals.org/pdfs/ijmjmc/v10-i2/6.pdf
Berry, R. (2016). Podcasting: Considering the evolution of the medium and its association with the word ‘radio’. Radio Journal: International Studies in Broadcast & Audio Media, 14(1), 7-22. https://doi.org/10.1386/rjao.14.1.7_1
Boling, K. S., & Hull, K. (2018). Undisclosed information—Serial is my favorite murder: Examining motivations in the true crime podcast audience. Journal of Radio & Audio Media, 25(1), 92-108. https://doi.org/10.1080/19376529.2018.1443684
Chan-Olmsted, S., & Wang, R. (2022). Understanding podcast users: Consumption motives and behaviors. New Media & Society, 24(3), 684-704. https://doi.org/10.1177/1461444820963776
Craig, C. M., Brooks, M. E., & Bichard, S. (2023). Podcasting on purpose: Exploring motivations for podcast use among young adults. International Journal of Listening, 37(1), 39-48. https://doi.org/10.1080/10904018.2021.2013665
Fashola, V. I. (2025). Exploring the consumption of podcasting among undergraduates in Lagos State [Bachelor’s thesis, Caleb University]. ResearchGate. https://www.researchgate.net/publication/396159796_EXPLORING_THE_CONSUMPTION_OF_PODCASTING_AMONG_UNDERGRADUATES_IN_LAGOS_STATE
Katzenberger, V., Keil, J., & Wild, M. (2022). Podcasts: A decade in the life of a ‘new’ audio medium: Introduction. Journal of Radio & Audio Media, 22(2), 164-169. https://doi.org/10.1080/19376529.2015.1082880
Minooka, L. (2024). The rise of podcasting: Evolution, impact, and future directions. Global Media Journal, 22(58), 1-4. https://www.globalmediajournal.com/open-access/the-rise-of-podcasting-evolution-impact-and-future-directions.pdf
Pavelko, R. L., & Myrick, J. G. (2020). Murderinos and media effects: How the my favorite murder podcast and its social media community may promote well-being in audiences with mental illness. Journal of Radio & Audio Media, 27(1), 151-169. https://doi.org/10.1080/19376529.2019.1590305
Perks, L. G., & Turner, J. S. (2019). Podcasts and productivity: A qualitative uses and gratifications study. Mass Communication and Society, 22(1), 96-116. https://doi.org/10.1080/15205436.2018.1490434
Royston, R. A. (2021). Podcasts and new orality in the African mediascape. New Media & Society, 24(5), 1223-1243. https://doi.org/10.1177/14614448211021032