Podcast Uses and Gratifications Scale Development

This study explored reasons for podcast listenership, with a focus on the construction and validation of a Podcast Uses and Gratifications (U&G) Scale. A total of 737 podcast listeners, across two studies (Study 1: 333 participants; Study 2: 404 participants), were recruited through Amazon’s Mechanical Turk (mTurk) human intelligence marketplace. Results from the two-study design elicited a reliable and valid 18-item Podcast U&G Scale, which loaded cleanly onto four factors: Controlling Edutainment, Storytelling Transportation, Social Engagement, and Multitasking. The theoretical and practical applications of the Podcast U&G Scale are also discussed.