Exploring Podcast Genres and Formats: An Integrated Analysis of Thai Podcast Content Distribution

This research aims to study podcast genres and formats regarding Thai audio media on podcast platforms, and investigate how Thai podcasters distribute content in podcast shows. This study employs a mixed method, including qualitative content analysis and quantitative data, to highlight podcast trends during the selected sampling period. Primary data were collected through purposive sampling from the popular channels on audio podcast platforms, Spotify and Apple Podcasts, focused on podcast charts from 2018 to 2021. Meanwhile, secondary data were gathered from relevant sources on Thai podcasts. Then, the researcher used thematic and summative content analytic integration to examine the data, primarily in podcast content distribution. According to the research findings, 26,628 episodes were produced and published by 476 shows from the sampling channels. It was discovered that most moderators had only one host per show. A popular podcast's running duration lasts between 16 and 30 minutes. The findings contain seven presentation formats--the most popular type of podcast presentation is the conversation program. According to the research on podcast categories by content classification, it was discovered that the 26,628 published episodes have twelve different content-based genres--the most common type of content was business and management. Additionally, it was found that the podcast channel was a viable alternative platform for delivering content as part of a multi-platform media distribution strategy.