Daily news podcasts in Spain. Predictive factors of multiplatform engagement (iVoox y YouTube)
DOI:
https://doi.org/10.31921/doxacom.n42a2754Keywords:
Daily news podcast, engagement, iVoox, YouTube, SpainAbstract
This paper presents some key points that may be of help to producers of daily news podcasts to strengthen their connection with their listeners. It specifically aims to measure the effect of certain variables that have seldom been researched (topics, links to current affairs, day of posting, reach, and length, among others) concerning the various engagement indicators on iVoox and YouTube. All the episodes posted during the first six months of 2024 by the three main daily news podcasts in Spain were analysed: Hoy en El País, El Mundo al día, and Un tema a día (n=708). The analysis was conducted using descriptive and inferential statistics through correlation tests and predictive factor analysis using multiple linear regressions. The results show that the engagement rate on YouTube triples the number achieved by iVoox. Although the generation of engagement is highly contextual (varying depending on the posting platform employed), the fact of addressing political issues is a powerful engagement trigger on both platforms. Short duration 11- 18 minutes) is also observed to be a predictive factor of the engagement rate on both iVoox and YouTube.
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