Structure and Challenges of Turkey's Podcast Industry Investigated
A TÜBİTAK-backed project led by Istanbul University examined Turkey's podcast ecosystem in terms of economic sustainability and broadcasting dynamics.
A comprehensive research project conducted at Istanbul University with TÜBİTAK support examined the current structure of the podcast industry in Turkey through the experiences of actors ranging from independent publishers to institutions.
Project Profile and Team
The research, supported under the TÜBİTAK 1001 program, was led by Prof. Dr. Fırat Tufan, a faculty member at Istanbul University Faculty of Communication. Numerous academics and scholarship holders took part in the project.
Comprehensive Research Methodology
Within the scope of the study, semi-structured in-depth interviews were conducted with different actor groups of the Turkey podcast ecosystem. The experiences of a total of 67 unique participants were consulted.
Economic Sustainability Challenges
Research findings revealed that although various revenue models are known in the sector, the market has not yet reached sufficient size, which limits economic sustainability.
A Strategic Communication Tool
Institutional representatives consider podcasts not as a direct revenue-generating product, but rather as a tool used to build brand reputation and strengthen expertise communication.