The Growing Popularity of Podcasts and Podcasting in India

Podcasting is a rapidly growing medium in India. With the increasing popularity of audio content, more and more people are turning to podcasts as a way to stay informed, entertained, and connected. In this article, we’ll explore the state of podcasting in India, the top Indian podcasts to listen to, and the future of podcasting in the country.

The State of Podcasting in India

While podcasting is still a relatively new medium in India, it is growing rapidly. According to a report by PwC, the Indian podcast market is expected to grow at a compound annual growth rate of 34.5% between 2020 and 2025, reaching a value of Rs 17.5 billion by 2025. This growth can be attributed to the increasing popularity of audio content in the country, as well as the growing availability of high-quality podcasts in regional languages.

Podcasting has been around in India for a while now, but it has seen a significant surge in popularity after the outbreak of the COVID-19 pandemic. In the aftermath of the pandemic, India has witnessed a continuous growth in listener ship in the audio OTT (over-the-top) platform. In fact, it is forecasted that India will have 120 million monthly active users (MAUs) by the end of 2023, including podcasts, audiobooks, and digital storytelling platforms, according to a research report by Redseer. This represents a growth of approximately 35% from the 71 million recorded last year.

According to the KPMG’s Media and Entertainment Report 2020, India’s podcast consumption increased by 29.3 percent in the first year of the pandemic, with 57.6 million MAUs. Additionally, PwC’s Global Entertainment & Media Outlook 2020 study indicates that India is the third-largest consumer of podcasts (after the United States and China), and it is expected to reach 17.61 million by 2023.

The post-pandemic world has seen a significant inclination towards the audio market, which is certainly a good sign for both investors and the listener community. In India, Spotify has not only expanded its content library in the Hindi market but has also started putting content localization in South Indian languages like Tamil and Telugu. Other leading players in the Indian market include Gaana, Jio Saavn and Wynk, which primarily excel because of their music library. However, Apple is still struggling to find its path in India, where Android phone users are dominant.

Several Indian origin audio OTTs have also entered the podcast market, includingPocket FM, KUKU FM, Storytel, Pratilipi, Awaaz , Headfone and Khabri. According to RedSeer’s analysis, Indian OTT platforms are designed to have low data usage apps to deliver podcast content, with diversification around vernacular localized content. These platforms primarily run both UGC (User Generated Content) and PGC (Professionally generated content), but they need to establish a strong capacity-building mechanism and quality control section to preserve their brand value and acquire listeners from Tier III, Tier IV, Tier 1, and Tier 2 cities. Many have started using celebrity endorsement methodology to narrate and host shows, in order to speed up listener acquisition. Recently, there has been a huge demand for influential marketing, and many audio platforms have started using YouTube and social influencers to acquire customers.

Although the listenership graph of Indian podcasts is growing, players are experimenting to establish a sustainable revenue generation mechanism, as monetization is still a key challenge to be addressed properly. Some platforms are implementing a mix of free and premium subscription models to sustain this ecosystem. It is essential to build trust among the listeners by providing them with high-quality content that caters to their diverse interests and preferences.

The podcasting industry in India has seen tremendous growth in the post-pandemic world, with increasing listenership and the entry of new players. There are still challenges to be addressed, including monetization and brand trust, but the future looks bright for this industry in India. As the popularity of podcasts continues to rise, we can expect to see a further diversification of content and an expansion of the market, as more and more listeners discover the joys of this immersive and engaging medium.

The rise of Indian podcasts: An in-depth analysis

The world of podcasting has exploded in recent years, with India being no exception. In fact, the country has seen a significant surge in podcast listenership, with a growing number of homegrown OTT platforms vying for a piece of the pie. In this article, we take a closer look at the rise of Indian podcasts and explore the factors driving their popularity.

One of the primary reasons for the growth of podcasts in India is the COVID-19 pandemic. With people stuck at home, the demand for audio content skyrocketed, and podcasts became a popular choice for those seeking entertainment, education, and engagement. As a result, India saw a continuous growth in listenership on audio OTT platforms, with forecasts predicting that the country will have 120 million monthly active users (MAUs) by the end of 2023.

Another reason for the rise of Indian podcasts is the diversification of content. Initially, most of the podcasts in India were focused on self-help and motivation. However, with the growth of the industry, the variety of content has also expanded to include true crime, comedy, news, politics, and more. Additionally, many homegrown OTT platforms have started putting a focus on localizing content in vernacular languages, including Tamil, Telugu, and more.

In terms of the dominant players in the Indian podcast industry, Gaana, JioSaavn, and Wynk lead the front, having over 100 million users, primarily because of their extensive music libraries. However, many Indian origin audio OTTs are also starting to capture the podcast market, including Pocket FM, KUKU FM, Storytel, Pratilipi, Awaaz, Headfone, and Khabri.

While the listener ship graph of Indian podcasts is growing, monetization remains a key challenge to be addressed properly. Some podcast players have started doing a mix of free and premium subscription models to sustain the ecosystem. Additionally, many platforms are experimenting with celebrity endorsements and influencer marketing to speed up the listener acquisition.

The rise of Indian podcasts is a positive sign for the growth of the industry in the country. With a diverse range of content and homegrown OTT platforms vying for a piece of the pie, the future of Indian podcasts looks promising.

Podcasting in India: Opportunities and challenges

Podcasting in India has been growing in recent years, with a significant boost in popularity due to the COVID-19 pandemic. However, as the industry continues to grow, there are both opportunities and challenges that need to be addressed.

One of the biggest opportunities for podcasting in India is the diverse range of languages and cultures present in the country. This presents an opportunity for podcasters to create content in regional languages and cater to niche audiences. There is also a large potential market for business podcasts and educational content, with a growing demand for professional development resources.

However, there are also several challenges that need to be addressed, particularly around monetization and discoverability. Monetization has been a major issue for podcasters in India, with few options for ad revenue and subscription models still not widely adopted. Additionally, discoverability remains a challenge, with many listeners still not aware of the diverse range of podcast options available to them.

To address these challenges, podcasters and platforms will need to focus on developing innovative revenue models, such as branded content and sponsorships. Additionally, there needs to be a concerted effort to promote and market podcasts in India to increase visibility and listenership.

Overall, while there are certainly challenges facing podcasting in India, the opportunities are also significant. With the right strategies and investments, the industry has the potential to continue to grow and flourish in the coming years.

The impact of COVID-19 on podcasting in India

The COVID-19 pandemic has significantly impacted various industries worldwide, and the podcast industry in India is no exception. With the lockdown and work-from-home culture, people had more time to consume digital content, and podcasting saw a surge in listenership. In this sub-article, we will explore the impact of COVID-19 on podcasting in India and how it influenced the growth of the industry. We will also discuss the changes in listener behavior and preferences during the pandemic and the steps taken by podcasting platforms to meet the growing demand. Additionally, we will examine the challenges faced by the industry during the pandemic and the ways they overcame them. Finally, we will look into the future of podcasting in India in a post-pandemic world and how it is expected to shape up.

Indian audio OTT platforms: A comprehensive review

The rise of audio OTT platforms in India has led to an explosion in the number of audio streaming services available. With so many options to choose from, it can be overwhelming for consumers to decide which platform is the best fit for their needs. In this comprehensive review, we’ll take a closer look at the top Indian audio OTT platforms, including their content offerings, user experience, pricing models, and more.

First on the list is Gaana, one of the most popular audio streaming services in India. With over 150 million active users, Gaana offers a vast library of music, podcasts, and audio content in a variety of Indian languages. The platform offers both ad-supported and subscription-based plans, with the latter unlocking additional features such as ad-free streaming and offline playback.

Another popular audio OTT platform in India is JioSaavn, which boasts a library of over 50 million songs in 15 different languages. JioSaavn offers a similar range of subscription plans as Gaana, with premium plans unlocking features like high-quality audio streaming and exclusive content.

Wynk Music is another notable player in the Indian audio streaming market. The platform offers a comprehensive library of music in various Indian languages, as well as a growing selection of podcasts and other audio content. Wynk Music offers a range of subscription plans, including a free ad-supported plan and premium plans with additional features like unlimited downloads and offline playback.

Other notable Indian audio OTT platforms include Spotify, Apple Music, and Amazon Music, all of which offer a wide range of music and audio content, as well as local players like Pocket FM, KUKU FM, Storytel, Pratilipi, Awaaz, Headfone, and Khabri, which specialize in vernacular language content.

Overall, the Indian audio OTT market is growing rapidly, with new players entering the space every year. Whether you’re looking for music, podcasts, or other types of audio content, there’s a platform out there to suit your needs. . By clicking on the Indian audio OTT, you can explore the platforms and find the ones that cater to your interests and preferences.

Top Indian Podcasts to Listen to

There are a wide variety of podcasts available in India, covering everything from news and politics to entertainment and culture. Here are some of the top Indian podcasts to check out:

1. Cyrus Says – Hosted by comedian Cyrus Broacha, this podcast features interviews with celebrities, politicians, and other notable figures.
2. The Seen and the Unseen – Hosted by Amit Varma, this podcast explores the hidden side of various issues related to politics, economics, and culture.
3. The Pragati Podcast – Hosted by Pavan Srinath, this podcast explores various policy and governance issues in India.
4. Maed in India – Hosted by Mae Thomas, this podcast features interviews with up-and-coming musicians and bands in the Indian independent music scene.
5. Simplify – Hosted by Chuck Gopal and Srikeit Tadepalli, this podcast explores various self-improvement topics, providing tips and advice on how to simplify your life.

Future of podcasting in India: Trends and predictions

The future of podcasting in India is bright, with many exciting trends and predictions on the horizon. One of the most significant trends is the rise of localized and vernacular content, as more and more audio OTT platforms are focusing on catering to regional language speakers. This will not only help in increasing the listener base, but also provide a platform for content creators from regional backgrounds to showcase their talent. Another trend is the growth of the user-generated content (UGC) segment, where ordinary people can create and share their content. This will give rise to new voices and perspectives, making the podcasting landscape more diverse.

Another key trend is the rise of niche content, where podcasts will cater to specific interests and hobbies. This will lead to a more segmented market, and will enable content creators to produce highly specific content for their audiences. Additionally, with the increase in demand for audio content, there is likely to be more investment in the podcasting industry in India, leading to a more professionalized market. This will help in increasing the quality of content and promoting innovation in the industry.

In terms of predictions, it is likely that India’s podcasting market will continue to grow at a steady pace, with the number of monthly active users projected to reach 120 million by the end of 2023. The industry will become more sustainable with new monetization models, such as subscription-based and sponsorship models, making it an attractive option for content creators and investors. With the widespread use of smartphones and the increase in data connectivity, podcasting is set to become a mainstay in the Indian entertainment industry, providing a platform for the masses to engage with and consume quality audio content.

Popular Indian celebrities hosting their own podcasts

As the podcast industry continues to grow in India, more and more celebrities are jumping on the bandwagon and launching their own shows. These podcasts are a great way for fans to get to know their favorite stars on a more personal level and explore topics that interest them. Here are some popular Indian celebrities who have launched their own podcasts:

1. Karan Johar: Bollywood director, producer, and talk show host Karan Johar hosts the popular podcast “Calling Karan” on Ishq FM. In each episode, he offers relationship advice and answers listeners’ questions.
2. Neha Dhupia: Actress and TV personality Neha Dhupia hosts the popular podcast “No Filter Neha” on Saavn. In each episode, she interviews celebrities and gets them to reveal things about themselves that you won’t hear anywhere else.
3. Kalki Koechlin: Actress and activist Kalki Koechlin hosts the podcast “My Indian Life” on BBC Sounds. In each episode, she explores a different aspect of Indian life and culture.
4. Mantra: Popular RJ and voice-over artist Mantra hosts the podcast “MTV Unplugged” on JioSaavn. In each episode, he interviews musicians and shares acoustic versions of their songs.
5. Radhika Apte: Actress Radhika Apte hosts the podcast “No interruptions with Radhika Apte” on Spotify. In each episode, she interviews celebrities and experts on topics like mental health, wellness, and creativity.
6. RJ Naved: Radio personality and comedian RJ Naved hosts the popular podcast “Mirchi Murga” on Gaana. In each episode, he shares prank calls and funny skits.

With the popularity of these celebrity-hosted podcasts, it’s no surprise that more and more stars are launching their own shows. By offering unique content and insights, they are helping to make the Indian podcast industry more diverse and engaging for listeners.

Marketing your podcast in India: Tips and strategies

Podcasting is becoming increasingly popular in India, with more and more people tuning in to listen to their favorite shows. However, with so many podcasts available, it can be challenging to attract a significant number of listeners. That’s where podcast marketing comes in. Here are some tips and strategies to help you market your podcast in India and grow your listener base.

1. Leverage Social Media: Social media is an effective way to market your podcast. Use platforms like Facebook, Twitter, Instagram, and LinkedIn to promote your show. Share clips from your podcast, behind-the-scenes content, and other engaging posts to attract listeners.
2. Collaborate with Other Podcasters: Collaborating with other podcasters in your niche can help you reach a new audience. You can collaborate on a single episode, cross-promote each other’s podcasts, or even start a new show together.
3. Optimize Your Podcast for SEO: Optimizing your podcast for search engines can help potential listeners find your show. Use relevant keywords in your podcast’s title, description, and show notes.
4. Attend Podcasting Events: Attending podcasting events can help you meet other podcasters, learn new skills, and network with potential listeners.
5. Engage with Your Audience: Engaging with your audience is crucial to building a loyal following. Respond to comments, reviews, and messages promptly, and consider asking for feedback to improve your show.

By following these tips and strategies, you can successfully market your podcast in India and grow your listener base.

Monetizing your podcast in India: What you need to know

As podcasting gains popularity in India, many creators are looking for ways to monetize their content. While it can be a challenge to earn revenue from a podcast, there are several options available for Indian podcasters.

One popular method of monetization is through sponsorships and advertising. Many Indian brands are looking to collaborate with podcasters to reach their target audience. By pitching to relevant brands, creators can earn revenue through sponsored content or advertisements.

Another option is to use crowdfunding platforms such as Patreon, where fans can donate to support their favorite podcasts. This can be a good option for creators who have a dedicated fan base.

There are also podcast networks in India that can help creators monetize their content. These networks can provide support with production, marketing, and advertising, and in return, they take a percentage of the revenue generated from the podcast.

Lastly, creators can also explore the option of selling merchandise such as t-shirts, mugs, or other products related to their podcast. This can help build a community around the podcast and provide additional revenue streams.

Monetizing a podcast in India can be challenging, but with the right strategy and approach, it is possible to earn revenue from a podcast. By exploring different options, podcasters can find the best fit for their content and their audience.

About Author

The Podcasting Research Team sounds like a dynamic and passionate group of young researchers who are dedicated to exploring the world of podcasting. Whether you’re a podcast creator, a marketer, or simply a curious listener, the work of The Podcasting Research Team can provide valuable insights into the trends and best practices in the podcasting world.