Listen, learn, and entertain: an interdisciplinary perspective of podcast use

Podcast usage in many Western countries has been well documented. However, little research has investigated this phenomenon through the uses and gratifications theory (U&G) in the Middle East, particularly in Saudi Arabia. The study utilised a mixed-methods research design, specifically an online survey across 63 organisations and written interviews with 10 people. Findings revealed that most people use podcasts to learn, entertain, for self-help and relationships, and while doing something else. The study also showed how podcasts may influence behaviours and uncovered gender differences. The findings also address how and why individuals in KSA use podcasts, shedding light on different cultural perspectives and helping marketers, content creators, and advertisers to reach target segments effectively.