Monetization of Podcasts and Students’ Media Behavior in the Digital Audio Environment

Denis Javořík; Sara Koraušová

doi:10.56418/txt.20.1.2026.6

Authors

Denis Javořík University of Ss. Cyril and Methodius in Trnava, Faculty of Mass Media Communication https://orcid.org/0009-0005-5412-2307
Mgr. University of Ss. Cyril and Methodius in Trnava, Faculty of Mass Media Communication https://orcid.org/0009-0007-2776-2469

DOI:

https://doi.org/10.56418/txt.20.1.2026.6

Keywords:

advertising, communication strategy, Gen Z, monetisation, podcast

Abstract

The chapter examines Generation Z listeners’ attitudes toward podcast advertising and its potential influence on consumer behavior. The aim of the study is to analyse the media behavior of Generation Z podcast listeners and to identify their attitudes toward podcast advertising, its formats, the overall monetisation model, and its impact on consumer behavior and the decision-making process. The research sample consisted of 402 respondents aged between 18 and 25 years. The findings demonstrated that the acceptance of podcast advertising within this target group is ambivalent. Its acceptance depends primarily on thematic relevance, natural integration into the content, and the form of placement. Respondents evaluated advertisements placed before the beginning of an episode more positively, whereas interruptive advertising was perceived more negatively. At the same time, the results revealed heterogeneity among respondents in terms of advertising acceptance and subsequent behavior, with cluster analysis identifying four distinct groups. The findings also suggest that podcast advertising may primarily encourage product or brand search, while its direct effect on purchasing behavior appears to be weaker. The contribution of these findings lies mainly in the practical design of communication and advertising strategies in the podcast environment with regard to the defined target group.

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