Audio Segregation of Closed Global Audio Platforms as a Challenge to Podcasting Culture in Ukraine

Abstract

The research aims to provide a comprehensive conceptualization of the transformations within the audiosphere in the era of cultural platformization. Furthermore, it substantiates the concept of «audio segregation» – a new form of audience fragmentation driven by the transition from the open RSS ecosystem of podcasting to closed platforms such as Spotify, Apple Podcasts, Amazon Music, and YouTube.

Research methodology. The study adopts an interdisciplinary approach that integrates media and cultural analysis with a comparative study of global and local practices.

The results. Drawing on international studies and Ukrainian cases, the research examines how algorithmic recommendation mechanisms, exclusive content policies, listener data control, and payment models redistribute access to cultural products, thereby creating barriers for both creators and consumers. The study concludes that a strategy of openness can mitigate the effects of segregation, enhance the visibility of Ukrainian audio content, and strengthen cultural resilience in the digital age.

The novelty. It is demonstrated that closed ecosystems generate at least four types of inequality: algorithmic (the narrowing of the information horizon due to personalized feeds), infrastructural (geographic and technical barriers to access), creator-based (the privileging of content amplified by platform promotion), and commercial (the stratification of user experience based on purchasing power). Particular emphasis is placed on privacy: platforms aggregate granular data on listener behavior but fail to provide creators with relevant analytics, thereby weakening feedback loops and complicating monetization. Within the Ukrainian market, these processes intersect with low format penetration and competition from dominant foreign-language products bolstered by algorithms, which threatens the visibility of Ukrainian-language content and cultural representation.

Practical meaning. The research findings help identify priority effective strategies for content distribution in the environment of algorithmic segregation. The conclusions can be used to develop national communication strategies aimed at strengthening cultural resilience and promoting Ukrainian-language content on global platforms.

Key words: algorithmic segregation, audio platforms, content visibility, exclusivity, closed ecosystems, data privacy, media literacy, platformization of culture, podcasting, Ukrainian cultural space.