From cooking meals to tackling college assignments, commuting on the metro to driving a car, winding down before sleep to enjoying a meal, Indians have discovered a new companion. Stepping into the roles once held by radios, televisions, and even classic YouTube videos, we’ve warmly embraced a digital audio-driven format: podcasts. A podcast is a digital audio or video program that is episodic and often available for streaming or download via the internet. It often includes talks, interviews, storytelling, or informative content, including news, entertainment, technology, culture, or personal development. How and when did the podcast culture rise in India? We provide an answer to that question in this article. But before that, let us learn what makes podcasts such a compelling format and explore the differences between the two types.
Key Strengths of Podcasts
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Accessibility
Podcasts are widely accessible on various devices, allowing listeners to listen whenever and wherever they want, whether driving, working out, or simply resting at home.
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Diverse Content
Podcasts span various topics, appealing to multiple interests and target audiences. Everyone can find something they enjoy, from comedy and storytelling to education and self-improvement.
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Engagement
Podcasts often foster a sense of closeness and connection between hosts and listeners. The conversational approach enables more intimate and honest interactions, improving engagement and loyalty.
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Multitasking
Podcasts enhance various activities, such as exercising, cooking, or completing chores, allowing listeners to maximise their time while remaining engaged or educated.
Difference between Audio and Video Podcasts
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Audio Podcasts
Audio podcasts provide content in an audio-only format. They usually include spoken-word content, such as chats, interviews, storytelling, or monologues. Audio podcasts often feature background music or sound effects to improve the listening experience.
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Video Podcasts
Video podcasts provide content in video mode. Unlike audio podcasts, video podcasts use visual features such as film of hosts, guests, places, graphics, animations, or demonstrations. Video podcasts can cover subjects similar to audio podcasts but with the added element of visual storytelling.
The Rise of Podcasting in India
Podcasting has increased in India, altering how consumers consume material. With a rapidly rising audience, India is the world’s third-largest podcast listening market, after only China and the United States. The country already had 57.6 million monthly podcast listeners in 2019, according to PWC’s Global Entertainment & Media Outlook 2020–24 report.. Indian podcast listeners are typically young, with an average age of 20-21 years. Gen Z listeners are the largest demographic. In the podcasting world, two content parts thrive:
- Entertainment: Serialized fiction, episodic crime stories, and other engaging narratives keep listeners hooked.
- Self-improvement: Themes like motivation, inspiration, meditation, spirituality, and management insights resonate with audiences.
Fiction remains popular, with crime thrillers, romance, and intriguing stories among the top picks. This expansion is driven by growing internet access, affordable cellphones, and the attractiveness of on-demand audio entertainment. The COVID-19 outbreak boosted podcast consumption in India. As people stayed home, the need for audio information increased, making podcasts popular for entertainment, education, and interaction.
Prominent Indian Podcasts
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Maed in India
India’s pioneering indie music podcast, hosted by Mae Mariam Thomas, features exclusive sessions with independent musicians across genres and is available on all major platforms.
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Respectfully Disagree by The Swaddle
A weekly podcast hosted by Srishti Malhotra explores topics of health, gender, family, and culture in informative and entertaining conversations, streaming on Spotify and Apple Podcasts.
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The Internet Said So
A humorous Indian comedy podcast founded by Aadar Malik, Neville Shah, Varun Thakur, and Kautuk Srivastav, it features unscripted anecdotes and quirky internet facts and is available on all major platforms.
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BeerBiceps – The Ranveer Show (TRS)
Hosted by Ranveer Allahbadia, it offers meticulously designed episodes packed with valuable insights on health, career, lifestyle, and inspiration, charging listeners up for the never-ending game of self-improvement.
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MnM Talkies
Curated by the talented Actor/RJ Mantra, it is India’s premier audio production house. It offers a unique experience through enchanting audio dramas in the Hindi language, weaving captivating narratives that transport listeners beyond reality.
