India’s audio streaming industry set for strong 2019 as podcasts make content accessible (By Zee Business)
Podcast is the new buzzword in India’s audio streaming industry. A blend of ‘iPod’ and ‘broadcast’, Podcast has taken the country by a storm, penetrating multiple geographies. Podcasts have become more popular among youth with their informative and engaging content. The industry in India got a major boost when Mukesh Ambani’s Reliance Jio gave access to cheap data, leading to a tariff war in the telecom sector and eventually, helping India to become one of the world’s largest data consumer.
“Podcasting platforms in India have seen listenership grow by a staggering 24x in the past 2 years alone, and listeners will be hitting tens of millions in the coming few years. It was only a matter of time. We’ve been an audio consuming country for decades now,” he told Zee Business Online.
Anand said that podcasts are making the content more seamlessly accessible which will drive this growth.
According to a recent study, most Indians consume podcasts in the morning or in the evening when they commute to and from work. As many as 77 per cent listeners access these podcasts on their phones and are in the age group of 18 to 34 years. The growth is also driven by local languages.
According to a KPMG study, Indian language internet users are set to reach 536 million by 2021. The study suggests that 9 out of every 10 new internet users are expected to access the internet using an Indian language. This makes content creation in regional languages the need of the hour.
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