Abstract
This article analyses the state of the art of podcasting in the new digital landscape as well as the structures, editorial strategies, and business models of native podcasts launched in Latin America over the last few years. To this end, a multiple case study has been made to examine the way new digital outlets are using audio content. This qualitative research is made up of a variety of approaches, such as interviews, online surveys of podcasters, as well as the collection and analysis of secondary data. A specific aim of this comparative study was to include a sample of podcasts produced by thirteen emerging media platforms from eight countries registered in the directory of digital natives conducted by SembraMedia (https://www.sembramedia.org). This is a nonprofit organization dedicated to increasing the diversity and quality of Spanish language content by helping digital media entrepreneurs become more sustainable and successful. Results of this exploratory study reveal that native podcasting in Spanish is still expanding and that where the new media are small in scale, they are more oriented to the full exploitation of the narrative and innovative possibilities of this audio format and do not have responding to their target audiences’ needs as their main priority. These new media are finding different ways to become monetised (mainly content production for clients, sponsored content, sponsorship, consulting services, and advertising) and to make a profit.
Highlights
In the era of multi-platform distribution, fragmented audiences, and the spread of content through social media, digitalization has bolstered new forms of doing journalism which aim to deliver news to audiences as fast and efficiently as possible
We interviewed the podcast providers from the SembraMedia database
The results of this case study confirm the abovementioned hypothesis: News native podcasts are still in an early phase of expansion and experimentation in Latin America, are a field of interest among entrepreneurs, are small in scale, and they are searching for business opportunities, new relationships with audiences, and strategic alliances with clients
Summary
In the era of multi-platform distribution, fragmented audiences, and the spread of content through social media, digitalization has bolstered new forms of doing journalism which aim to deliver news to audiences as fast and efficiently as possible. The so-called “new media” (Cabrera, Codina, & Salaverría, 2019) have been able to adapt themselves to the new scenario and to be seen as an alternative to traditional news outlets (Harlow & Salaverría, 2016). These digital journalistic platforms, known as “digital native media” The growing presence of prosumers in the media flow and the emergence of independent media operators have compelled legacy media to search for new journalistic strategies, formats, and narratives similar to those being developed by the new media
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