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Rising Popularity Of Audio Content In India: Why Podcasts Are The Next Big Thing?

The United States and China are the top two on podcasts listings, followed by India, which ranks third.

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Back in the days, radio was the only source of entertainment and news. When television was a distant dream, radio was the soul of the community. As technology progressed, so did the means of entertainment. With the advent of technology, any information is now just a click away. We do not need to be dependent anymore on anyone to gain any information. One such revolution around the world is the introduction of Podcasts. It allows people to connect, without their physical presence, and share their ideas. 

Listening to audio content is more feasible and time saving for users. The United States and China are the top two on podcasts listings, followed by India, which ranks third. India is a diverse country with many languages, and being able to access a podcast in a native language is a big win. Podcasts in India have an advantage as there are various topics that can be published. India is mainly exploring political podcasts that are hosted by journalists, writers, and politicians. Gradually various businesses and companies have also come to realize the value of advertisement via podcasts. The variety of content that can be converted into audio content available in India is an untapped market. 

Plethora of content to suit everyone’s preferences

Podcasts are suitable for anyone and everyone. Users who do not have the time to read or view certain things of their choice can plug into their podcasts and listen to audiobooks, news, or anything at any given time. Podcasts can be specified to a certain target audience or made available to everyone. Besides entertainment, one can also tune in to podcasting platforms and access audiobooks on a wide range of topics. 

Vernacular appeal 

Podcasts in India are striving to launch in all languages so that the message can be heard far and near. These multilingual podcasts will then not only be available in India but also throughout the world. Indians living abroad can stay connected to their roots and feel at home by listening to their favorite podcast. Due to this diversity in Indian podcasts, it is easy for anyone to gain access. Users can engage with their favorite brands and get the latest updates via brand podcasts recorded in their native language. 

Easy-to-use technology

Starting a podcast is not as complicated as it may seem. Podcasts are available and compatible with android and iOS phones. To start a podcast, one must have unique content to present, the right equipment, and consistency. Podcasts must be user friendly and meet the demands of the market. To start a podcast, you will need a microphone and an audio editor. The audio content must be up-to-date. Even though the users cannot see behind the screen, they are always listening. Users are aware and will want their money's worth when subscribing to a podcast. 


Monetizing a podcast is very simple. As long as you have regular and non-plagiarized content, users will follow. The paid content paid subscriptions, advertisements, paid promotions and sponsors are some of the ways one can earn through a podcast. Since podcasts are a booming trend in India, many businesses look to advertise their products through new mediums. The younger generation likes always to stay a step ahead in trending matters, and podcasts are the quickest way to do so. Users would willingly subscribe to podcasts that benefit them and also be a part of the paid promotions. 

What lies ahead for podcasts?

Thanks to easy and cheap access to the internet, almost anyone can subscribe to a podcast or start their podcast. The future generation in India is awakening to the prospects and benefits of podcasts. Podcasts are now not only a medium of entertainment, but they can also be used for educational purposes. With millions of audiobooks now available at the click of a button, students and educators all over the world can connect and share knowledge through various podcasting platforms. 

Podcasts are a blessing in these trying times like today, as they help users to work and study from a distance. In India, the number of podcast users is increasing rapidly. Business organizations also are beginning to realize that with the help of paid promotions on a podcast, they can reach customers across the world. While it still may be a new concept to many, the popularity of podcasts is on the rise and is expected to grow manifold in the coming years.  

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

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Dushyantt Kohli

The Author is the COO of Khabri, an Indian digital audio platform providing content in the regional language.

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