
Podcasts as a Media Tool in India
The US presidential elections underscored the power of podcasts, positioning them as a game-changer for influence and engagement. Global media experts were quick to recognize podcasting as a dynamic medium on the rise. The numbers back this claim: the global podcasting market was valued at a staggering USD 18.52 billion in 2022, with a projected compound annual growth rate (CAGR) of 27.6% from 2023 to 2030.
But what makes podcasts so compelling? Often dubbed “radio on demand,” podcasts offer listeners unparalleled flexibility. They can tune in while multitasking—commuting, exercising, or even cooking dinner. Beyond entertainment, podcasts have found their niche in education, delivering audio resources effortlessly and engagingly.
The medium’s history dates back two decades, evolving from audio content restricted to clunky media players to today’s seamless mobile-first experience. However, monetization has long been a sticking point. While advertising remains the primary revenue stream, it has struggled to gain traction due to audience resistance to ads mid-content. Creators are now exploring subscription models, offering episodes or monthly plans to unlock new revenue avenues.
The Indian Podcast Landscape
India’s podcast market is on a growth trajectory, forecasted to reach USD 3,272.6 million by 2030, up from USD 470.3 million in 2023. Yet, the industry faces a unique set of challenges.
Larger brands have embraced podcasting with enthusiasm, while smaller and mid-sized brands remain skeptical, preferring traditional and social media. Despite its vast population, India lags in podcast adoption compared to the US, where popular podcasters command audiences five times the size of their Indian counterparts. This disparity may stem from cultural differences in content consumption habits and limited awareness about the potential of podcasts.
Unlocking India’s Podcast Potential
To elevate podcasting in India, a few key steps are essential:
- Build Awareness: For podcasts to thrive, listeners need to understand their value. It’s about showcasing how this medium can fit seamlessly into their daily lives, much like OTT platforms or traditional radio.
- Empower Storytellers: By equipping creators with the tools to craft compelling, high-quality content and robust marketing support, we can help them reach wider audiences and monetize effectively.
- Explore Revenue Streams: Monetization remains a challenge, but there’s room for innovation. From sponsorships and listener support to subscription plans, creators and platforms must collaborate to build sustainable models.
Challenges and Opportunities
While awareness and monetization are significant hurdles, they also represent growth opportunities. The rise of regional language content, coupled with India’s expanding internet and smartphone penetration, offers untapped potential. Podcasts in vernacular languages can connect deeply with audiences, breaking barriers and expanding reach.
Innovation will also play a pivotal role in shaping the industry. Creators experimenting with fresh formats—be it immersive storytelling, interactive episodes, or niche-specific content—can set the stage for a thriving podcast ecosystem in India.
The Road Ahead
India’s podcast industry may still be in its infancy, but the possibilities are immense. With the right mix of awareness, quality content, and monetization strategies, podcasting can become a formidable media tool, bridging gaps between creators, brands, and audiences. It’s time to tune in and amplify the voice of this rising medium.
Top Ten Podcasters in India
- BeerBiceps (Ranveer Allahbadia)
- RealTalk with RealHit
- Figuring Out with Raj Shamani
- Finance With Sharan (Sharan Hegde)
- Prakhar ke Pravachan
- Humans of Bombay by Karishma Mehta
- Dostcast (Vinamre Kasanaa)
- WTF by Nikhil Kamath
- Varun Mayya
- The Barber Shop by Shantanu Deshpande
PR & Brand Consultant

