Where is the money in podcasting?

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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 …