Podcasts are changing radio by allowing people to listen to content related to their interests whenever they want, unlike radio which offers only general content. Because of this, people can listen whenever and wherever it suits them. Podcasts help build strong relationships with listeners by telling stories personally and having longer discussions, forming loyal groups. To remain current, traditional radio stations are now including podcasts and streaming services. Podcasts also give brands the opportunity to connect with an audience through targeted and close brand integration. Podcasts add to radio, helping both to coexist and grow which is changing the way we consume audio in the digital era.
