Shodh Prabha: A Multidisciplinary Journal

Podcast Consumption Preferences Among Youth in Tamil Nadu: An Application of Uses and Gratifications Theory

Podcasts have emerged as a powerful medium for knowledge dissemination and entertainment, particularly among self-directed learners who demonstrate higher retention and engagement (Meden et al., 2024). This study investigates the key factors driving podcast consumption among youth in Tamil Nadu, India, one of the country’s fastest-growing digital audio markets, projected to reach USD 9.3 billion by 2033 (IMARC Group, 2025). Grounded in Uses and Gratifications Theory (UGT), this research addresses the paucity of region-specific empirical evidence by examining content relevance, cultural resonance, host connection, convenience, social sharing, update frequency, and affordability. A quantitative cross-sectional survey was conducted with a sample of 200 youth in Coimbatore, using a structured Likert-scale questionnaire. Data were analysed using exploratory factor analysis (EFA), Pearson correlations, ANOVA, and multiple regression in SPSS. Descriptive findings revealed high engagement, with 92 weekly listeners primarily favouring entertainment (40.5%) and educational (38%) podcasts. The EFA validated a seven-factor model that accounted for 68.4% of the variance. Regression analysis identified content relevance (M=3.99, β=0.20) and cultural resonance (M=4.02, β=0.15) as the strongest predictors of preference (R²=1.00). Pearson correlations underscored the strong link between cultural resonance and listening interest (r=0.68), moderated by education level. The results support UGT by highlighting both hedonic and utilitarian gratifications in culturally specific contexts, where Tamil-language content reinforces identity formation amid globalization (Perks & Turner, 2019). The implications include recommendations for creators to produce concise, culturally resonant episodes, and for platforms to enhance AI-driven personalization. Policymakers should leverage podcast episodes for digital literacy initiatives to mitigate social media addiction (26% prevalence). Limitations center on urban sampling bias; future studies could employ mixed-methods and longitudinal designs to explore rural-urban divides. Keywords: Podcasts, Youth Preferences, Gen Z, Uses and Gratification Theory, Digital Media Consumption, Tamil Nadu.