From radio to audio on demand: the management of podcasting platforms in the Spanish market

Abstract

A century after its birth, radio is facing a competitive environment for audio listening conditioned by digital consumption devices and habits. In this scenario, the podcast is becoming increasingly relevant in terms of supply and penetration, although its logics are increasingly determined by the economics of the platforms. This research systematizes and compares the management models of 12 independent podcast networks in Spain, Mexico and Argentina, countries where the format has been most consolidated in the Spanish-speaking market. The results reveal significant differences in content cataloging, catalog dissemination tools and financing formulas, where subscription is seen as the most efficient mechanism for the establishment of the sector.