Contemporary culture, though full of images and audiovisual content, is increasingly turning to sound. Researchers even speak of an auditory turn – an interest in sonic communication in art, media and everyday life
– underlines Dr Eliza Matusiak from the Department of Journalism and Social Communication Faculty of Philology, University of Lodz.
Podcasts and radio – competition or cooperation?
Podcasts today encompass almost every genre – from interviews and commentary, through radio plays and columns, to reportage and true crime. This doesn't mean, however, that they pose a threat to radio. On the contrary, the two media intertwine and reinforce each other.
Podcasting isn't a competitor to radio, but rather a complement. Data from the first half of 2025 shows that radio is still gaining listeners. Radio stations are increasingly making their shows available as podcasts, which increases the accessibility of their content and meets the needs of modern listeners
– explains Dr Matusiak.
A medium for professionals and amateurs
The low barrier to entry is one of the biggest advantages of podcasts. Anyone can create their own show these days – all you need is a microphone, basic recording software and an idea.
Podcasting provides a platform for both professional and amateur creators. This naturally results in a flood of content of varying quality, but it also opens the door to valuable projects that wouldn't have a chance in traditional radio. Many amateurs have become professionals thanks to podcasting
– the researcher notes.
Why do we listen?
The popularity of podcasts is largely due to their accessibility – they can be listened to anywhere, anytime, on a device that everyone has in their pocket.
Podcasts are a companion medium – we listen to them while walking, cooking, studying, working or driving. They are easy to integrate into everyday life and at the same time they offer a huge variety of content and formats. It's hard to find a medium as flexible as podcasts
– adds Dr Eliza Matusiak.
Research and personal passion
For Dr Eliza Matusiak, podcasts are not only an area of research, but also an everyday passion.
I've always been listening – it started with a stereo and records, then a Walkman and an MP3 player. Today, I never leave home without headphones. Reports, radio plays and podcasts naturally joined music. What started as a hobby has also become a part of my career path
– she recalls.
In her research work, she is particularly interested in the artistic side of audio production, but not only that.
I am fascinated by documenting and creating worlds in sound, analysing forms and habits of listening, as well as the role of audio in building social awareness
– she adds.
Podcasting is a medium that perfectly fits the pace and lifestyle of modern life. On International Podcast Day, you should listen to a new episode of your favourite show or discovering something completely new – because the world of audio has much more to offer us than you might think.
Source: Dr Eliza Matusiak, Wydział Filologiczny, Department of Journalism and Social Communication Faculty of Philology, University of Lodz
Edit: Kacper Szczepaniak, Centre for Brand Communications, University of Lodz
