20.500.12556/DKUM-95434 Analiza slovenskih podkastov na osnovi 4p Analysis of slovenian podcasts based on the 4p Delo diplomskega seminarja obravnava razvoj in značilnosti slovenskih podkastov skozi okvir marketinškega spleta (4P) ter se osredotoča na deset trenutno najbolj poslušanih formatov v Sloveniji (stanje v aprilu 2025 po Apple Podcasts). S tem zapolni vrzel v domači literaturi, kjer primerjalne 4P-analize podkastov skorajda ni. Iz primerjave je razvidno, da slovenski podkasti pretežno delujejo po hibridnem freemium modelu: osnovne vsebine so brezplačno dostopne, prihodki pa nastajajo z oglasi, sponzorstvi, prostovoljnimi prispevki in dopolnilnimi aktivnostmi (nastopi v živo, merch, programi). Hkrati se formati diferencirajo po primarnih gratifikacijah poslušalcev (kognitivnih, hedonističnih, socialnih, emocionalnih), pri čemer razširjeni produkt – skupnost, video izvedbe in dogodki – krepi zvestobo. Distribucija je izrazito večkanalna: prisotnost na platformah Spotify, Apple Podcasts in pogosto YouTube dopolnjujejo dodatne aplikacije in uredniški portali, kar povečuje doseg. Promocija temelji na kombinaciji kratkih video izsekov (reels/shorts), družbenih omrežij, gostovanj in SEO-opisov; plačani kanali se uporabljajo selektivno. Tak preplet elementov 4P ustvarja pozitivne sinergije: produktne značilnosti in večkanalna prisotnost spodbujajo angažiranost, ta pa neposredno podpira monetizacijo. Sklepno: slovenska podkast scena je profesionalizirana in rastoča; uspešni projekti konsistentno naslavljajo potrebe občinstva, gradijo parasocialne vezi in s premišljenim 4P ustvarjajo trajnostne temelje za doseg in prihodke. The thesis examines the development and characteristics of Slovenian podcasts through the lens of the marketing mix (4Ps) and focuses on the ten most listened-to formats in Slovenia (as of April 2025, per Apple Podcasts). In doing so, it addresses a gap in the domestic literature, where comparative 4P analyses of podcasts remain scarce. The analysis shows that Slovenian podcasts mostly operate within a hybrid freemium model: core content is freely accessible, while revenue is generated through advertising, sponsorships, voluntary contributions, and complementary activities (live events, merchandise, training programs). At the same time, formats differentiate according to listeners’ primary gratifications (cognitive, hedonic, social, emotional), with the augmented product—community, video versions, and events—strengthening loyalty. Distribution is distinctly multichannel: presence on Spotify, Apple Podcasts, and often YouTube is complemented by additional apps and editorial portals, thereby expanding reach. Promotion relies on a combination of short video clips (reels/shorts), social media, guest appearances, and SEO-optimized descriptions; paid channels are used selectively. This interplay of the 4Ps creates positive synergies: product attributes and multichannel presence foster engagement, which in turn directly supports monetization. In conclusion, the Slovenian podcast scene is increasingly professionalized and expanding; successful projects consistently address audience needs, build parasocial bonds, and—with a deliberate use of the 4Ps—establish sustainable foundations for reach and revenue. podkast Slovenija izdelek cena distribucija promocija podcast Slovenia product price distribution promotion true true false L. Korošec] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-09-18 10:38:52 2025-11-07 11:35:24 2025-11-08 03:10:47 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138:659.1 256341251 VS_Korosec_Lovro_2025.pdf VS_Korosec_Lovro_2025.pdf 1 0238521E811127F70B498EC1CCDAB687 97e80e093155ce8c5d9dad3b108d45ba7b99c848a884bf8fe69d50725119cf8f 18b425ef-ab2d-11f0-a0a8-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199960 Ekonomsko-poslovna fakulteta 0 0 0