Do Podcasts Contribute Toward Inequality?

The rising popularity of podcasts may seem completely unrelated to the rise in inequality in recent years, but research from Reichman University suggests they may be more connected than we think.

The consumption of podcasts has long been associated with the elite class, but a new study investigated if this extends to sports podcasts, which have a wider audience. The study surveyed listeners of the three most popular sports podcasts in Israel and found that the majority of listeners were secular millennial men with above-average incomes.

Knowledge gap

This highlights the elitist nature of sports podcast consumers, even among non-elitist genres. The researchers also found that information-rich groups were more likely to tune in for information, while others used podcasts for entertainment and escapism.

The study’s findings highlight the continued digital divide and widening knowledge gap caused by the association of podcast consumption with the elite class.

“The conclusions of our study reinforce the notion that the podcast platform mainly attracts those who are already rich in information, thereby increasing knowledge and digital divides,” the researchers explain.

The research supports the notion that podcasts, even in non-elitist genres like sports, cater primarily to the elite, perpetuating the existing disparities in knowledge and digital access. The study revealed that the majority of sports podcast listeners are secular, millennial men with higher-than-average incomes, solidifying the elitism of sports podcast consumers.

Additionally, it was found that those with an abundance of information tend to listen for educational purposes, while others listen for leisure and escapism.

The research findings support the hypothesis that the podcast platform is associated with elitist listening even in non-elitist genres, thus further widening the already wide knowledge gap and digital divides promoted by the emergence of the podcast platform.