WHY DO PEOPLE CONSUME CORPORATE PODCASTS?
That was the main question I pursued in my master’s thesis (Magisterarbeit) at the Leuphana University Lüneburg.
It was quite a challenge to get it answered, since corporate audio or video is still a niche in Germany, especially in a serialized form. The next step was to find people who actually consume these programs (e.g. BMW TV, Audi TV, Adobe Creative Suite Podcast etc.) on a regular basis and sit down for an interview with them.
The results of this endeavor were quite comprehensive. The motives found were a) to be entertained, b) to support ones identity, c) to enable integration and d) to receive information. However, these motives were always informed by a very articulated relation to the respective brand. Interviewees considered it to be for example a trustworthy specialist for related topics (e.g. Audi for motorsport, Ralph Lauren for lifestyle), a professional for quality content (e.g. BMW for premium visuals, Adobe for sound knowledge) or a role model for advanced processes (e.g. Audi for making an ad, Apple for giving a presentation).
So the very brief answer to the original question „Why do people consume corporate podcasts?“ would be „Because those podcasts are very good.“ The extended answer and the way how I got to it rendered this master’s thesis a 1,3 (very good).