Rise of Podcast in India: Emerging Voices

India has a long history of storytelling, since ancient times when tales were passed down from generation to generation. Don’t we all love an engaging narrative? The podcast serves as the ideal catalyst for us to share our stories and experiences, allowing us to connect with one another. Podcasting has grown in popularity in India in recent years, because of the proliferation of smartphones, low-cost data plans, and a growing hunger for on-demand content. Indians have embraced podcasts as a new form of storytelling, education, and entertainment. This surge in popularity has created a platform for different voices to emerge, transforming the way material is consumed and created throughout history.  

What is a podcast?

Imagine you are bored out of your mind and crave some quick entertainment to unwind your day- say hello to the podcast. A podcast is a digital audio or video show that can be streamed or downloaded on your devices; it’s like a radio show but better and without the limitation of frequencies which you can tune into anytime and anywhere. A wide spectrum of podcasts is available and it’s elite as there’s a podcast for everyone! Whether your interest lies in politics, news, romance, comedy, history, fashion, or even conspiracy theory the genre is endless with a show out there on everything. 

Popular platforms like Spotify, Hubhopper And Apple Podcast make it super accessible and diverse, all you need to do is subscribe, download and listen when you’re on the go or without an internet connection. 

History of podcasting

The term podcast came from a blend of two words: “iPod” and “broadcasting”, this format was initially developed for Apple’s iPod in 2004. However, the idea of creating digital audio content and sharing it online is traced back to 1993 when internet pioneer Carl Malamud started publishing regular audio updates on internet-related news and events. It was the year 2000, when Dave Winer, a software developer and a blogger created the RSS (really simple syndication) that made the podcast distribution easier. It allowed for automatic updates to be sent to the subscribers and trouble-free access to new content. Now people can make and upload podcasts. 

Adam Curry, a former MTV VJ and early techie, is credited with creating the first podcast by using this term. In 2004, he debuted a show called “The Daily Source Code,” which was essentially a personal audio diary of his everyday life and interests. This contributed to the breakthrough in the realm of podcasting and popularized the medium. 

Rise of Podcasts in India 

While podcasting was catching the West by storm, it had a strong foothold in India. As previously said, mobile phones contributed significantly to the growth of the audio medium. The market was swamped with smartphones and tablets, and as more people began to use them, they were able to simply download and listen to podcasts on the move. 

Accessibility had a significant role in its fast expansion. Anyone may now create a podcast without requiring pricey equipment or technical skills. This also facilitated the formation of podcast networks and production companies, which provided resources and assistance to podcasters with showcasing their talent, marketing, advertising, and distribution. The podcasting platforms have fundamentally changed the way people craft podcasts in India, they contributed in making India become the third-largest country in podcast consumption. 

Research has shown that podcasting is particularly popular among young people in India who come from diverse ethnicities and like to enjoy podcasts in various regional languages. Platforms like Soundcloud, Podbean, Jiosaavn, Pocket FM and many more catering to 1.44 billion people have resulted in increasing listenership. According to a report by Pwc India, the Indian podcast industry is expected to reach a market size of INR 17.8 billion. 

Why is podcasting gaining popularity?

Podcasts have become an integral part of our everyday lives, solidifying themselves in the realm of digital entertainment as more and more people grow enthusiastic about this new medium.

Authenticity- podcasting is known for being authentic. It feels like a genuine conversation between friends. Listeners appreciate the personal touch that podcasts provide. 

Accessibility and Convenience- available anytime and anywhere, making them an ideal choice for people. Whether commuting, working out or simply relaxing it’s ready to be tuned in. 

Dynamic Content- podcasts cover a wide range of topics, from politics to comedy to personal growth; it ensures there’s something for everyone. 

Community Connection- podcasts create a sense of intimacy between the host and the listener. The conversational tone and in-depth discussions invite a deeper connection making listeners feel part of the talk. It has created a sense of community with a dedicated fan bases that engage with content and each other at podcasting events and conferences. 

Cost Effective Nature – need no large budget to create a podcast. Just grab a microphone; editing software and a hosting platform like Google Podcast where you can record, edit, upload and distribute your podcast, and you are good to go. This has led to a proliferation of independent podcasts and has opened up the window for new emerging voices. 

Rise Of Vernacular Content- due to the rich diversity of languages in India, the growth of regional language content is reaching a broader audience. This inclusivity has allowed creators from different linguistic backgrounds to further enrich the podcasting ecosystem. The future of podcasting in India is bright, thanks to increased monetization opportunities, podcast networks, more educational/informative content, and technology advancements such as AI that serve to improve the podcasting experience. The rise of podcasting in India represents a fundamental shift in content creation and consumption. As more voices enter the ecosystem, its richness grows. With well-known podcasters such as Ranveer Allahbadia, Finshot Daily, In Focus by the Hindu and Raj Sharma in the spotlight, the future of podcasting in India looks promising, with a lively and diverse auditory scene. Embracing this medium has allowed every voice to be heard and have an impact.