Behaviors and factors affecting Gen Z's podcast listening in Thailand

Abstract

          This study examined the behaviors and factors influencing podcast listening among Gen Z in Thailand. The findings aim to guide the design of podcasts appropriate for this target group. This was quantitative research. The sample consisted of 400 Gen Z individuals born between 1997 and 2009.

            The research results showed that the majority of participants were female (52.50%) and aged between 19 and 21 (61.75%).   Most participants listened to podcasts 2–3 times per week (32%), primarily before bedtime (72%), mainly via YouTube (89.75%). Preferred genres included entertainment and variety (62%), as well as documentaries and stories (60.5%).  Regarding the factors affecting Gen Z's podcast listening,  content, particularly that which provides entertainment, knowledge, and aligns with personal interests, was an important factor. In addition, voice factors, such as a friendly, clear tone of voice, along with appealing and attractive communication,  also affect listening satisfaction.

            Appropriate podcast design for Gen Z should focus on diverse content that integrates enjoyment with knowledge sharing. Use accessible ,audience-friendly language and communication styles, as well as deliver content via platforms popular with the target audience, namely YouTube and TikTok, to enhance reach and foster audience engagement.