Project – Podcast Consumption and the Development of Alternative News-Seeking Habits among University Students: A Study of Students of the University of Ibadan

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

The development of digital communication technologies has significantly transformed the ways in which individuals obtain, interpret and share news and other forms of information. Traditional media such as newspapers, radio and television have increasingly been complemented, and in some cases challenged, by websites, social media platforms, blogs, video-sharing platforms, mobile applications and podcasts. This transformation is particularly relevant among young adults and university students, who generally have high levels of exposure to internet-enabled technologies. Newman et al. (2025) observed that news consumption is increasingly shifting toward social media, video platforms and other alternative digital sources, thereby contributing to a more fragmented media environment. Similarly, Reuters Institute for the Study of Journalism (2025) reported that traditional news media are experiencing declining engagement among many audiences while social and video platforms are becoming increasingly important routes through which people encounter news. In this changing environment, podcasting has emerged as an important digital format capable of combining audio storytelling, interviews, commentary, analysis and current-affairs reporting. The increasing availability of podcasts through smartphones and internet platforms has consequently created new possibilities for how university students seek and consume news.

Podcasting is a form of digital audio communication that enables content producers to distribute episodic programmes through internet-based platforms for on-demand listening. Unlike traditional radio broadcasting, podcasting allows listeners considerable control over what they listen to, when they listen and, in many cases, how frequently they access particular programmes. Berry (2006) described podcasting as a significant development in digital audio because it combines the characteristics of broadcasting with the flexibility of internet distribution. McClung and Johnson (2010), in examining podcast users and their motivations, found that entertainment, convenience, social aspects and information seeking were among the factors associated with podcast use. More recent research indicates that podcasts have become increasingly relevant to news and current-affairs consumption, particularly among younger and more educated audiences. The Reuters Institute for the Study of Journalism (2025) found that news podcast consumption is particularly relevant among younger and better-educated audiences, while 73% of podcast listeners surveyed across tracked countries indicated that listening to podcasts helps them understand issues at a deeper level. Thus, podcasts can potentially provide students not only with immediate access to news but also with explanatory, analytical and alternative perspectives that may differ from conventional headline-oriented news consumption.

The emergence of podcasts as a source of news is part of a broader transformation in the information-seeking behaviour of university students. University students increasingly use smartphones and internet-connected devices to locate information that satisfies academic, social, entertainment and civic needs. Adekannbi and Agbolabori (2018), whose study was conducted by researchers at the Africa Regional Centre for Information Science, University of Ibadan, investigated internet news consumption among undergraduate students in Nigerian public universities. They found that mobile phones were the most popular devices used for internet news consumption, while Facebook was the most popular platform reported by their respondents. Their findings also showed that factors such as performance expectancy, effort expectancy, social influence and facilitating conditions influenced students’ intention and actual use of the internet for news consumption. Similarly, Oladokun et al. (2025) found that Nigerian Generation Z students showed a strong preference for electronic news over traditional print formats, with websites, blogs and social media among the most frequently used sources. These developments suggest that Nigerian university students are increasingly operating within a diversified digital information environment in which podcasts may constitute another avenue through which news and current-affairs information is accessed.

The concept of alternative news-seeking habits is important because contemporary audiences do not necessarily depend on one established news organisation or one traditional medium for information. Instead, individuals may combine social media posts, online newspapers, blogs, video platforms, podcasts, messaging applications, influencers and interpersonal communication to construct their understanding of current events. Metzger, Flanagin, Eyal, Lemus, and McCann (2003) demonstrated that internet users employ different strategies in seeking and evaluating information because online environments provide a large volume of heterogeneous sources. Among university students, this behaviour may be influenced by convenience, speed, accessibility, perceived credibility, personal interests, peer recommendations and the desire for diverse viewpoints. Adekannbi and Agbolabori (2018) similarly found that Nigerian undergraduates actively consumed news online and were influenced by technological and social factors. Research among college students has also shown that young audiences obtain news through multiple pathways rather than relying exclusively on one source. Tandoc, Jenkins, and Craft (2019), for example, found that college students’ news experiences were highly multimodal, with news reaching students through social interactions, online news sources, mobile feeds and other channels. Podcast consumption can therefore be understood as part of a broader movement toward diversified and personalised news-seeking behaviour.

Podcasting may be particularly attractive as an alternative news source because of its flexibility and compatibility with everyday activities. Unlike text-based news, podcasts can be consumed while commuting, exercising, resting, doing household activities or performing other tasks that do not require continuous visual attention. Groot Kormelink et al. (2025), in a study of how audiences incorporate news podcasts into their everyday routines, found that podcast listening was closely connected to particular contexts and daily practices. Their study also showed that multitasking could make podcast consumption feel more efficient and could encourage users to integrate news listening into otherwise routine activities. The Reuters Institute for the Study of Journalism (2025) similarly identified convenience, intimacy with hosts and the ability to access content when and where audiences want as important characteristics of podcasting. These features may be particularly relevant to university students whose academic schedules, social activities and mobile lifestyles may make conventional scheduled news consumption less convenient. Consequently, podcasting may not simply add another channel for accessing news; it may encourage different patterns of news-seeking based on flexibility, personal choice and routine.

The Nigerian media environment provides a particularly important context for examining this development. The expansion of internet connectivity, smartphones and social media has changed the ways Nigerians encounter news and public affairs information. The Reuters Institute for the Study of Journalism (2024) reported that platforms such as Facebook, YouTube, Instagram, Telegram and TikTok have become important channels for news access in Nigeria and specifically noted the growing traction of podcasting, including news programmes such as Nigeria Politics Weekly and Nigeria Daily. At the same time, digital news consumption in Nigeria is affected by challenges such as data costs, connectivity limitations, misinformation and differences in digital literacy. Adekannbi and Agbolabori (2018) identified poor internet connectivity and high data costs as important challenges to internet news consumption among Nigerian undergraduates. More recently, Oladokun et al. (2025) reported that high data costs, poor connectivity and exposure to misinformation continued to influence electronic news consumption among Nigerian university students. These conditions make it necessary to examine not only whether students consume podcasts but also the extent to which podcast consumption is associated with changes in the sources and methods they use to seek news.

The University of Ibadan provides a significant setting for investigating podcast consumption and alternative news-seeking habits because it is a major Nigerian university with a large and diverse student population operating within a highly digital information environment. Existing research connected to the University of Ibadan has already demonstrated scholarly interest in the information behaviour and news consumption of Nigerian university students. Adekannbi and Agbolabori (2018), for example, were affiliated with the University of Ibadan and examined internet news consumption among undergraduates in Nigerian public universities, demonstrating the importance of mobile devices and online platforms in contemporary student news use. Akosile (2010) also investigated online newspaper usage among staff and students of the University of Ibadan, indicating that the university has previously been a relevant site for research into changing patterns of digital news access. However, the growing prominence of podcasts introduces a newer dimension that requires further investigation. While existing Nigerian studies have examined internet news, online newspapers, social media and electronic news consumption, relatively limited empirical attention has been given to whether podcast consumption is changing the ways university students seek alternative news sources. The present study therefore focuses on students of the University of Ibadan to examine their level of podcast consumption, the motivations and factors influencing their consumption, the types of news podcasts they access, and the extent to which podcast consumption is associated with the development of alternative news-seeking habits.

1.2 Statement of the Problem

The rapid expansion of digital media has created a major transformation in the way university students obtain news and information. Traditional sources such as newspapers, radio and television are increasingly competing with social media, online news websites, video platforms, blogs and podcasts. Although this diversification can improve access to information, it also creates questions concerning the sources students choose, why they choose them and how those choices influence their overall news-seeking behaviour. Adekannbi and Agbolabori (2018) established that Nigerian undergraduates were already heavily engaged in internet-based news consumption, with mobile phones and social media playing important roles. More recently, Oladokun et al. (2025) found a strong preference for electronic news among Generation Z students in Nigerian universities. These developments suggest that students’ news-seeking habits are moving beyond traditional media, yet there is insufficient empirical evidence regarding the specific role that podcasts play in this transformation.

A second problem concerns the growing popularity of podcasts without a corresponding understanding of their influence on students’ choice of alternative news sources. Podcasts can provide long-form discussions, interviews, commentary, explanations and perspectives that may not be available in conventional news reports. The Reuters Institute for the Study of Journalism (2025) reported that news podcasts have particular appeal among younger and more educated audiences and that many listeners perceive them as useful for developing a deeper understanding of issues. However, podcast consumption may also expose audiences to opinion-driven content, partisan commentary, unverified claims and personality-led information. The 2025 Digital News Report noted the growing influence of podcasters and other individual creators within the alternative media environment and highlighted concerns about misinformation and the difficulty of distinguishing reliable information from misleading content (Newman et al., 2025). For university students who increasingly encounter news through multiple digital channels, it is therefore important to determine whether podcasts supplement established news sources or encourage students to increasingly seek information from alternative and less institutional sources.

A further problem is that news-seeking behaviour among university students may be influenced by convenience, personal interests, peer recommendations, accessibility, perceived credibility, internet costs and technological familiarity. These factors may determine whether students actively seek news from podcasts or simply encounter podcast content incidentally through social media and video platforms. Groot Kormelink et al. (2025) found that news podcast use was strongly connected to everyday routines and particular listening contexts, suggesting that podcast consumption is shaped by more than simple interest in news. In Nigeria, Adekannbi and Agbolabori (2018) identified high data costs and poor internet connectivity as barriers to online news consumption, while Oladokun et al. (2025) similarly found that economic and technological conditions influenced electronic news use among Nigerian university students. Consequently, there is a need to establish the factors that encourage or discourage podcast consumption among University of Ibadan students and to determine whether these factors influence the development of alternative approaches to seeking news.

Finally, there is a research gap concerning the specific relationship between podcast consumption and alternative news-seeking habits among students of the University of Ibadan. Existing Nigerian research has examined internet news consumption, online newspaper use and broader electronic news behaviour, but relatively little empirical attention has been devoted specifically to podcast-based news consumption and its possible influence on students’ wider news-seeking practices. Adekannbi and Agbolabori (2018) focused on internet news consumption among students in public universities, while Oladokun et al. (2025) examined electronic news consumption among Generation Z students across Nigerian universities. International studies have increasingly examined the role of podcasts in news consumption and everyday information routines (Groot Kormelink et al., 2025; Newman et al., 2025), but findings from other media environments cannot automatically be assumed to apply to students in Nigeria. This gap makes it necessary to investigate how frequently University of Ibadan students consume podcasts, what motivates their consumption, what forms of news they obtain from podcasts, and whether podcast consumption is associated with greater reliance on alternative news sources. The study is therefore designed to provide empirical evidence on the relationship between podcast consumption and the development of alternative news-seeking habits among University of Ibadan students.

1.3 Purpose of the Study

The main purpose of this study is to examine podcast consumption and the development of alternative news-seeking habits among university students, using students of the University of Ibadan as the study population.

Specifically, the study seeks to:

1. determine the level of podcast consumption among students of the University of Ibadan;
2. identify the major types and categories of podcasts consumed by the students;
3. examine the factors motivating University of Ibadan students to consume podcasts;
4. identify the major platforms through which students access podcasts

1.4 Research Questions

The study will be guided by the following research questions:

1. What is the level of podcast consumption among students of the University of Ibadan?
2. What types and categories of podcasts are most frequently consumed by University of Ibadan students?
3. What factors motivate University of Ibadan students to consume podcasts?
4. What platforms do students primarily use to access podcasts?

1.5 Research Hypothesis

The following null hypothesis will be tested at the 0.05 level of significance:

H₀: There is no significant relationship between podcast consumption and the development of alternative news-seeking habits among students of the University of Ibadan.

1.6 Significance of the Study

The study will be significant to university students because it will provide greater awareness of the changing nature of news consumption and the role of podcasts in accessing current affairs and alternative perspectives. The findings may encourage students to become more conscious of the credibility, accuracy and diversity of information obtained through podcasts and other digital platforms.

The study will also be useful to journalists, broadcasters and podcast producers. Understanding the listening habits and information needs of university students may assist media professionals in developing podcast content that is relevant, accessible and credible to young audiences.

The findings will be relevant to the University of Ibadan and other higher education institutions because they may provide information about the ways students obtain information outside traditional academic and institutional channels. Such information may support initiatives involving media literacy, digital literacy, information evaluation and responsible digital citizenship.

The study will also benefit media researchers and communication scholars by providing empirical evidence concerning podcast consumption within the Nigerian university environment. It will contribute to the growing literature on digital journalism, alternative media, news consumption and audience behaviour.

Finally, the study may be useful to policymakers and media-development organisations interested in improving information quality and digital literacy among young Nigerians. The findings may provide evidence on how emerging digital media channels are influencing the ways educated young adults seek, evaluate and consume news.

1.7 Scope of the Study

The study focuses on podcast consumption and the development of alternative news-seeking habits among students of the University of Ibadan, Oyo State, Nigeria.

The geographical scope of the study is limited to the University of Ibadan. The population will consist of selected undergraduate students of the institution.

The content scope covers students’ awareness and frequency of podcast consumption, types of podcasts consumed, platforms used for accessing podcasts, motivations for podcast consumption, perceived credibility of podcast information, and the alternative news-seeking habits associated with podcast consumption.

The study will particularly examine whether podcast consumption encourages students to seek news from sources other than conventional newspapers, radio and television, including online news websites, social media, independent digital publishers, influencers, YouTube programmes and other podcast channels.

1.8 Operational Definition of Terms

Alternative News: News and current-affairs information obtained through sources outside conventional mainstream news outlets, including podcasts, social media, independent digital publishers, blogs, online platforms and individual content creators.

Alternative News-Seeking Habits: The regular patterns and behaviours through which individuals search for, encounter, select and obtain news from non-traditional or alternative digital sources.

Digital News: News content produced and distributed through internet-based platforms such as websites, mobile applications, social media and digital audio or video platforms.

News Podcast: A podcast programme primarily concerned with news, current affairs, politics, social issues, public affairs, interviews, analysis or explanation of current events.

Podcast: A digital audio or audiovisual programme distributed through internet-based platforms and generally made available for on-demand listening or viewing.

Podcast Consumption: The act and frequency of accessing, listening to, watching, following, downloading or sharing podcast content.

University Students: Individuals formally enrolled as students of the University of Ibadan during the period of the study.

News-Seeking Behaviour: The activities through which individuals intentionally or incidentally obtain information about current events, public affairs, politics, society, education, economics and other issues of public interest.

Digital Media: Internet-based communication technologies and platforms through which information and media content can be produced, distributed, accessed and shared.

Media Credibility: The degree to which an audience considers a media source or its content to be accurate, trustworthy, reliable and believable.

Project – Podcast Consumption and the Development of Alternative News-Seeking Habits among University Students: A Study of Students of the University of Ibadan