This document summarizes a study of 147 podcasters. It found that most podcasters were male (79.6%) and over 35 years old. They typically produced 2 or more podcasts and had been podcasting for 1-3 years. Podcasters produced niche content in areas like news, comedy, and education that served as alternatives to traditional media. Podcasters were highly engaged with their audiences and other podcasters. Their inspiration came from listening to other podcasts, having expertise or passion in a topic, or finding an underserved niche area. The study suggests future studies should have improved sampling, include video podcasters, and compare podcasters to other types of user-generated content creators.

1. User-Generated Radio:
Independent Podcasters as New
Media Produsers
Kris M. Markman, Ph.D.
National Communication Association
November 16, 2010 San Francisco, CA

2. Podcasters as Pro-Ams

3. Podcasters as Pro-Ams
Under-studied group of new media
produsers

4. Podcasters as Pro-Ams
Under-studied group of new media
produsers
Typify the "amateurs who work to
professional standards" (Leadbeater &
Miller, 2004, p. 12)

5. Podcasters as Pro-Ams
Under-studied group of new media
produsers
Typify the "amateurs who work to
professional standards" (Leadbeater &
Miller, 2004, p. 12)
Pro-Ams form the core of the wider
produsage communities (Bruns, 2008)

6. Podcasting survey

7. Podcasting survey
147 audio podcasters participated

8. Podcasting survey
147 audio podcasters participated
117 males (79.6%)

9. Podcasting survey
147 audio podcasters participated
117 males (79.6%)
18 females (12.2%)

10. Podcasting survey
147 audio podcasters participated
117 males (79.6%)
18 females (12.2%)
12 no response (8.2%)

11. Podcasting survey
147 audio podcasters participated
117 males (79.6%)
18 females (12.2%)
12 no response (8.2%)
Typical respondent was over 35, had bachelor’s
degree or higher

12. Podcasting survey
147 audio podcasters participated
117 males (79.6%)
18 females (12.2%)
12 no response (8.2%)
Typical respondent was over 35, had bachelor’s
degree or higher
30.1% podcasting 3+ years, 53.2% 1-3 years

13. Podcasting survey
147 audio podcasters participated
117 males (79.6%)
18 females (12.2%)
12 no response (8.2%)
Typical respondent was over 35, had bachelor’s
degree or higher
30.1% podcasting 3+ years, 53.2% 1-3 years
52.5% had produced 2+ podcasts

14. Podcasters as
produsers

15. Podcasters as
produsers
Produce and consume online media at
higher rates than average US adults

16. Podcasters as
produsers
Produce and consume online media at
higher rates than average US adults
Highly engaged with both audience and
other podcasters

17. Podcasters as
produsers
Produce and consume online media at
higher rates than average US adults
Highly engaged with both audience and
other podcasters
Frequently situate themselves as
alternative to traditional media; niche
content

18. What are
they
Pop Culture/TV/Movies/Games
18.9%
Comedy
News/Information
11.3%
producing?
23.6%
Audio Drama/OTR/Spoken Word
9.4%
Education
7.5%
Sports
Other
23.6%
5.7% Talk podcasts(N=106)

19. What are
Other they
producing?
17%
Eclectic
27%
Folk
7%
Rock & Roll Music podcasts
10%
(n=41)
Dance
Alternative
15%
24%

20. Inspiration for podcasts

21. Inspiration for podcasts
Other media (traditional and
podcasts)
Listening to other podcasts and radio shows and
choosing segments based on that.
We listened to other podcasts of a similar type for
the basic idea of what goes into one.
I modeled it on traditional media formats for
television and radio
influenced by FM radio

22. Inspiration for podcasts

23. Inspiration for podcasts
Passion for or experience with
subject matter
I was a recent MBA graduate and wanted to do a short
business education show.
I'm a musician, I love music and so music it had to be.
I'm also quite shy, so talking about myself and my life
was a good challenge to improving my self-confidence.
As a meteorologist, doing a weather podcast pretty
much decides the content. Music... what fits my tastes.

24. Inspiration for podcasts

25. Inspiration for podcasts
Finding a niche subject
One of my other co-hosts had the idea to do a scotch
review podcast, since there are many beer casts and not
many scotch casts. He asked me if I would listen to a
podcast that reviewed scotch? I told him that I would and
then he asked me if I wanted to do one.
A focused niche that was not served by a dedicated
podcast.

26. Inspiration for podcasts
Finding a niche subject
One of my other co-hosts had the idea to do a scotch
review podcast, since there are many beer casts and not
many scotch casts. He asked me if I would listen to a
podcast that reviewed scotch? I told him that I would and
then he asked me if I wanted to do one.
A focused niche that was not served by a dedicated
podcast.
Trial & error

27. Inspiration for podcasts
Finding a niche subject
One of my other co-hosts had the idea to do a scotch
review podcast, since there are many beer casts and not
many scotch casts. He asked me if I would listen to a
podcast that reviewed scotch? I told him that I would and
then he asked me if I wanted to do one.
A focused niche that was not served by a dedicated
podcast.
Trial & error
Something they would listen to

28. Future directions

29. Future directions
Improve sample frame/sample

30. Future directions
Improve sample frame/sample
Include video podcasters

31. Future directions
Improve sample frame/sample
Include video podcasters
Cross-comparison with other forms of
user-generated content

32. Thank you!
k.markman@memphis.edu
twitter.com/DiscourseMarker