India’s podcast industry, which recorded massive growth during the strict covid-19 lockdowns, has failed to sustain the gains with its listener base plunging as much as 70% in line with the easing of the pandemic India’s podcast industry, which recorded massive growth during the strict covid-19 lockdowns, has failed to sustain the gains with its listener base plunging as much as 70% in line with the easing of the pandemic.
Considered nascent, the podcast industry’s biggest challenge is to get people to pay for audio content, which is also true for entertainment content in general.
Platform executives and media industry experts said while listeners have discovered genres such as fictional storytelling, mental health and spirituality, it is still difficult to make enough people pay for podcast content.
Also, the medium hasn’t traditionally found adequate skills, training or equipment in India. Further, most of the podcast content in India is still created in English, alienating several listeners.