While radio is a thing for the past, for Millennials and Gen-Z podcasting is the new trend. According to an Adobe Analytics report, 33 % of Millennials are listening to five or more podcasts in a week. During the lockdown, global podcasts listens have increased by 42%.
Why podcasting?
1. Convenient listening,
2. Your choice of genre,
3. A plethora of shows out there,
4. Fun, enjoyable and relatable, and
5. FREE
Many companies are going all out and investing in podcasting:
A. Google rolled out its new Podcast Manager tool, giving podcasters data on engagement metrics like play count, the geographical location of listeners and so on.
B. Spotify signed a deal with Joe Rogan, comedian and host of one of the most popular podcasts in the world. His show reaches about 190 million downloads a month.
C. Acast, a Swedish platform for the distribution, management and monetisation of podcasts, announced a partnership with JioSaavn, the second-largest audio streaming service in India (at 104 million monthly users), giving JioSaavn users some fresh podcast content.
So, there's an obvious hype in the podcast market and content is Queen.
Amarjit Singh Batra, Managing Director at Spotify India, this is just the beginning. “We see a lot of potential in India as a market,” he says. “As a culture, we love storytelling."
Traditional channels such as radio gave podcasts the first push in India. But, there is a huge gap in talk radio where India is concerned. Private FM stations are only permitted to carry the news bulletins / current affairs of All India Radio, in exactly the same format without any changes or alteration. Laymen terms, you cannot give personal opinions and transform news to your liking and "discuss" it on air. A dialogue will not be allowed.
Enter podcasting...where you are allowed to speak about basically anything till the time it's interesting.
Oh, and we at Dialogue Room, have our own podcasting show called 'Dialogue Now'. Our CEO & Founder, Divya gets up close and personal with Indian domain experts and business leaders and explores some much-needed topics that aren't taught but you should know about...
We are also available on Spotify, Apple, Jio Saavn & Google.
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This newsletter was edited by Kanika Shekhawat & Divya Gupta. |
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