Audio Broadcasting and Podcasts under Digital Transformation: A Comparative Study of Libyan Public Reliance, Usage Patterns, and Gratifications

Abstract

This comparative study investigates the impact of digital transformation on the audio environment by examining the Libyan public's media reliance, usage patterns, and gratifications derived from traditional radio versus digital podcasts. Utilizing a survey methodology, data were collected from a sample of 400 respondents, yielding 140 valid responses for statistical analysis. The findings indicate that while traditional radio retains a regular role for mobile and incidental listening, digital podcasts have achieved higher levels of user reliance and gratification, particularly in specialized content acquisition, scheduling flexibility, and interactive audio control. Furthermore, the results reveal a complementary relationship between the two media forms rather than total displacement, as a significant portion of the audience integrates both platforms into their daily routines. Statistical analyses confirmed significant differences favoring podcasts in terms of perceived gratifications and media characteristics, while demographic variables showed no significant association with media preference or usage patterns.