Audience perceptions on online radio platforms: a case of university students in nyanza region, Kenya

Abstract

Digital technology has significantly transformed the radio broadcasting industry, enabling audience growth, revenue generation, and decision-making. Media organizations use data metrics to monitor audience data, creating new roles like audience engagement and growth editors. However, many stations have not prioritized audience perceptions, highlighting a lack of focus on recognizing and responding to audience opinions, which could impact listener satisfaction and engagement. The purpose of this study was to examine audience perceptions of online radio platforms among university students in the Nyanza region. The study’s objectives included assessing audience perception of the programming of online radio platforms among university students in the Nyanza region, evaluating audience perception of signal reception of online radio platforms among university students in the Nyanza region, investigating audience perception of programs aired on online radio platforms among university students in the Nyanza region, and analyzing audience perception of program presentation of online radio platforms among university students in the Nyanza region. This study was underpinned by the framing theory and the agenda setting theory. The research employed a descriptive research design. The study was conducted among media studies undergraduate students in six universities in the Nyanza region Sample size was 274. Stratified random sampling was utilized to select students in each of the universities. Data were collected through semi-structured questionnaires, and a pilot study was conducted at Rongo University. The study used questionnaires for accuracy and consistency, and data were cleaned and analyzed using the Statistical Package for Social Sciences software. Descriptive statistics were employed to examine audience perception of online radio platforms. A thematic analysis approach was used to identify recurring themes and explore participants' perspectives. Data were presented using graphs, pie charts, and tables. Findings showed that online radio content catered for diverse listener interests, offered higher quality programming and convenience compared to traditional radio. Engaging hosts, diverse genres, and innovative content met audience preferences. Timely news updates and user-friendly interface enhanced the listening experience. Less intrusive advertisements make online radio an attractive option relevant to daily life experiences. The signal reception on online radio platforms was consistently reliable. Users experienced minimal buffering or interruptions when listening to online radio. Programs aired on online radio platforms were engaging and interesting. The variety of programs on these platforms met listeners' entertainment needs. The presentation style of programs on online radio platforms was professional. The hosts and presenters were engaging and able to maintain listeners' attention. The study concludes that diverse, high-quality content on online radio platforms offers convenience and clear audio, enhancing the listening experience. Engaging programs meet entertainment needs, while structured formats attract audiences. Recommendations include developing new genres and optimizing scheduling to boost engagement. Maintaining quality programming and innovating content delivery methods are essential for listener satisfaction in a competitive media landscape. The study recommends that online radio management should develop new genres, topics, and formats to ensure that content remains both relevant and engaging. Quality programming is paramount for maintaining listener satisfaction. Online radio platforms should optimise program scheduling to maximise audience engagement.