Podcast: Radio listeners' perception of the medium as a communication channel in Piracicaba

Communication, in general, has reinvented itself and gone through periods of transition over time. The media is no different. Radio has changed a lot since its golden age, between the 1930s and 1950s. Especially in recent years, with the consolidation of the internet, the medium has adapted to avoid losing listeners, whose profiles change with each new generation. Within this context, podcasts have entered the market and can be considered an alternative for listeners seeking segmented content that is available at any time. This work aimed to analyze, through descriptive quantitative research, whether the audience of radio listeners in Piracicaba knows and regularly listens to podcasts, as well as to identify their areas of interest. With the data collected, from a specific market segment, the intention was to evaluate the viability of the city's radio stations, which almost entirely lack podcasts, adding this medium as another platform option for listeners. The survey results indicate that local radio stations could start using podcasts as another way to disseminate their content, in addition to selling products, since listeners are already familiar with this communication channel.