Podcast sector rides video, but monetization an issue

Podcasts are no longer restricted by genre, and YouTube has made everyone an audience, experts say

- Lata Jha

India's audio-only podcast industry, which saw a surge during the COVID lockdowns but failed to sustain the momentum after the pandemic ended, has discovered growth opportunities with visual elements being added to the shows.

Most podcasts are now also available along with video, and can be streamed on YouTube, creators say, which increases production costs but has also brought a new audience into its fold. Thus, while viewing, instead of just listening, has made it easier to get advertising and sponsorships, the rise in production costs means profitable monetization remains a challenge.