27 October , 2022
Despite the podcasting surge, India, agree podcasters, still lacks awareness of the word “podcast.” Is it because a majority of us listen to the radio and not Internet radio, especially in the hinterlands?
India may lack the awareness of the general term ‘podcast’. But we are currently No. 3 in world in podcast consumption after the US and China. A new form of media is always difficult to adapt to when there is already something (radio) that exists. Gaana, Khabri, Jio Saavn and a few other apps have been the frontrunners when it comes to creating multilingual and region-specific podcasts
Associate Business Director (Mammoth Media) at Zoo Media.
We have such a rich heritage of listening to the radio. Many people in the hinterlands are listening to broadcasts on YouTube as well as pre-recorded shows on their smart phones and feature phones. I think there is just a lack of awareness and disconnect. When Gaana started podcasts they put up big posters on the podcasts like Neha Dupia, without explaining at all what was going on. I think that is the biggest reason.
Founder of Sonologue Podcast Productions
iPod was not the thing in India, especially the hinterlands.But people are slowly getting to know what a podcast is since they see Bollywood celebrities and creators on podcasts. Moreover, podcasts today appear on many music platforms, right from Gaana to Spotify. Some platforms have called podcasts "audio shows", which is a more widely acknowledged term.
WYN Studio Co-founder-CCO
As Internet penetration grows more people will discover relevant content. The podcast listener base has grown from 4 million in 2016 to now reach almost 75 million. More awareness will come as more content becomes available to listeners in their native languages
Co-Founder-CEO, Ideabrew Studios
Podcasts are truly in their infancy. Indian masses love listening to songs, the radio jockeys. the cricket commentary. However, podcasts hasn’t been able to build a strong grip. The major issue, I believe, is discoverability, especially in the hinterlands. But the growing number of smartphone users in tier 2-3-4 cities and beyond, definitely helps.
Group Head - Outreach, SoCheers.
Indians, especially in the hinterlands, have experienced audio dramas in the past, before television. Podcasts today have primarily been more oriented towards the urban audiences. We at Ep.Log have been taking efforts in changing that through our regional content, especially in the Marathi and have seen incredible engagement.
Co-Founder & Creative Producer, Ep.Log Media
I feel the situation is changing, as people are adapting to smart phones and music apps like Gaana, JioSavan and Spotify. When you look at the comprehensive data of some of the top audio shows in last 2 years, the demographics and geo locations has changed to tier 2 & 3 cities. There more shows now in regional languages.
Kathanika Media LLP founder