Adgully: Podcasting - Part 1: Despite huge opportunity, where India lacks in tapping the potential?
The podcast industry in India is booming, especially during and after the pandemic. Once a hugely popular medium in the west, especially in the US, podcasting has come of age here, with the proliferation of an army of podcasters all over the country and a steadily growing audience. Since 2016, there has been an exponential growth in the number of podcast listeners in the country. Unlike traditional radio, podcasting has manifold advantages, primarily its on-demand nature, diversity in topics covered, and option of personalisation.
In this two-part series, Adgully attempts to uncover the true potential of podcasting.
Currently, everyone is in the exploratory mode, testing and trying what works and what doesn't, says Nikhil Dintakuthi. To develop a medium into a full-blown market, he explains, you need both the demand and supply side of it, and everyone is contributing to the overall knowledge of who likes what and to what extent. “Either it might be podcast networks with hundreds of shows or independent creators. There is still a lot to explore in this medium and untapped potential for sure.”