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ABSTRACT
This study examined the growth and influence of podcasts on resident citizens in Benin City. The study was to find out the extent to which the viewership of podcast increased among residents, perceptions of residents regarding podcasts, influence of podcasts on the residents in Benin City, and mechanisms that can be implemented to control or regulate podcasting. The uses and gratification and cultivation theories served as theoretical framework. The study adopted survey research design to obtain data from 400 residents in Benin City using structured questionnaire. However, only 394copies of questionnaire were returned. Data were analysed using descriptive statistical techniques. The study found that that viewership of podcast has been below average among residents in Benin City. It was observed that most residents do not regularly listen to podcasts. However, it was observed that the residents have positive perceptions regarding podcasts in Benin City. The residents believe that some podcasts offer unique perspectives and valuable insights on various topics compared to other forms of media, but it was not their primary source of information. It was discovered that listening to podcasts, though not regularly, have influenced decision -making processes regarding activities to participate, and has played a positive role in shaping the sense of community and connection with other residents. The study found that implementing age restrictions and content ratings for podcasts to ensure suitability for age groups; enforcing guidelines for accurate and transparent information dissemination on podcasts to prevent misinformation or fake news; and ensuring podcasts creators obtain licenses or permits to ensure compliance with broadcasting regulations, are some of the mechanisms that can be implemented to regulate podcasting in Benin City. The study therefore recommends that podcasts creators in Benin City should be encouraged to produce more content that addresses local issues, cultural preferences, and community-specific topics. This will make podcasts more relevant and engaging for the residents.
