The Attitude and Satisfaction of Audience in Generation Y toward Listening to Podcast

Abstract

Currently, podcasts have significantly influenced Thailand, especially during the Work from Home period, gaining increasing popularity. This is due to their focus on societal issues, presenting stories in a concise and easily understandable manner, offering diverse content and being accessible for listeners based on their interests. This research aims to study the attitudes of Generation Y and First Jobber groups towards podcast listening, exploring how these podcasts impact their lives by applying the acquired knowledge in their daily routines.

The research employs a Mixed Research methodology, combining Quantitative Research through an online survey of 406 participants and Qualitative Research using document analysis and in-depth interviews. The results from both quantitative and qualitative research align in terms of demographic factors such as gender, social status, educational level, and diverse occupations, influencing the choice of podcasts, attitudes, and satisfaction with the content. Those with higher education and social status, particularly females, tend to have more positive attitudes and satisfaction with podcast content.

However, the majority of podcast content focuses on marketing and investment, catering to a broad audience regardless of their professions. This leads to suboptimal quality management, as the content does not align well with the expectations of the more educated and socially affluent audience. Most podcasts in Thailand still lack diversity, with similar formats and content structures. The information obtained from podcasts may not be comprehensive in all dimensions, rendering podcasts as sources that cannot be reliably referenced for fundamental knowledge. It is necessary to use critical thinking to filter and cross-check information from other reliable sources.