Where is the money in podcasting?
The podcast craze has finally hit India, but the question of revenue is uncomfortable for many. We get into the details.
12 March, 2020•14 min
0
12 March, 2020•14 min
0
Getting your Trinity Audio player ready...
Why read this story?
Editor's note: In the 2000s, it used to be “I have a blog.” Now, it’s “I host a podcast.” India is finally catching up to the global podcast resurgence of recent years. Freelance journalists, subject matter experts, stand-up comedians, social media influencers—everyone wants in. The optimism that podcasting will be the next big thing in a content consumption wave driven by increasing smartphone penetration and cheap mobile internet is huge. And not entirely without reason. According to consulting firm PwC’s Global Entertainment & Media Outlook 2019-2023, the number of monthly podcast listeners in India was 40 million as at the end of 2018. That number is forecast to jump to 176 million by 2023. Most industry insider agree that 40 million figure sounds a little too good to be true, but also that the growth projection is reasonable. And while podcasting has for long been the domain of independent hosts and enthusiasts, along with a few specialist companies and apps, the field is getting more serious. Radio stations such as Red FM and Radio Mirchi, news publications of all hues from the …
More in Internet
Internet
Beyond The MBA: Skills That Win Placements & Build Careers
Placement season is intense. But what makes a difference are the skills underlying your resume, which help both in landing a job and growing beyond it.
You may also like
Tech
Are we really headed towards an AI-driven leisure economy?
Ari Emanuel’s $3 billion bet on live entertainment rests on the assumption that artificial intelligence will reduce working hours and increase the demand for leisure. But it’s hard to imagine such a future, particularly in India.
Internet
That band you like on Spotify could be entirely AI. What does that mean for music?
With bands like The Velvet Sundown and Trilok gaining traction, artificial intelligence is no longer just a tool in music creation. It is shaping how streaming platforms, artists and listeners approach music.
Internet
Pocket FM’s model doesn’t need humans
Multiple former employees of the audio series startup have been complaining about a gruesome and callous work culture. A deeper look suggests that this dynamic may be the result of the business model itself.