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The study investigates competitive distinctiveness by measuring niches in the content available on websites of traditional AM/FM and Digital-only audio media which is currently addressed by very few studies. Guided by Dimmick’s Niche Theory, we niche-analyze content categories on audio media websites ( N  = 72) in Pakistan by computing breadth, overlap, and competitive superiority. Drawing on data collected through content analysis for the period of June 2021 to July 2021, we found that Digital-only audio websites dominate in terms of niche breadth and competitive superiority in all content categories except news and information as compared to AM/FM websites. Digital-only audio websites have occupied the niche in the Entertainment content category. Higher niche overlap was observed in the news and information category, weakening the players’ competitive distinctiveness.

international journal on media management

Content Niching of AM/FM Vs. Digital-Only Audio Media in Pakistan: An Empirical Analysis of Competitive Distinctiveness in the Content Available on Websites