Online & offline Radio from the listener-user perspective. Towards a hybrid consumption

Abstract

The development of online radio has led to a context of hybrid consumption where traditional broadcast cohabitates with other forms of content distribution. In this context users-listeners design their own radio consumption strategies by selecting and / or combining content, platforms and receiving devices. This work has intended to meet consumer trends, preferences in access and enjoy of radio content (on and offline), as well as the degree of appropriation of these platforms from the perspective of the users. Using a survey as a research method, it has been able to confirm the persistence of a traditional listening environment, also in the online, although the incipient presence of heavy users and their motivations forward a transformation of the broadcast consumption.