MIC DROP

INDIANS CAN’T SEEM TO GET ENOUGH OF PODCASTS THAT HOLD FORTH ON EVERYTHING FROM SPIRITUALITY TO BUSINESS TO SELF-IMPROVEMENT AND ENTERTAINMENT. HERE ARE FIVE PODCAST STARS WE THINK SHOULD FEATURE ON YOUR PLAYLIST.

- ABHIK SEN

“Video Killed the Radio Star” is a popular song from 1979; if that had a modern equivalent, the lyrics would most probably be, “Video Boosted the Podcast Star”—at least in India.

In 1970, the radio was ubiquitous in India. From your daily dose of news to entertainment, people across society turned to the radio. While the well-heeled had access to turntables and reel-to-reel tape-recorders, these didn’t provide ‘live’ feeds. From talk shows to cricket commentary to radio plays to Geetmala, the radio it had to be.

Some 55 years later, Indians are tuning in again—not on a radio, but on today’s ubiquitous device, the mobile phone—for podcasts. While podcasts have been around in India for more than 15 years, they are finally getting their due. And for that they need to thank video, more specifically YouTube, which provided a boost to the podcast space, say experts.

Numbers tell the story. According to market research firm Astute Analytica, as of 2023, India ranks third on the global podcast leaderboard, with an estimated 57.6 million monthly listeners. PwC's Global Entertainment & Media Outlook 2019-2023 also ranks India at No. 3 in terms of podcasts, behind China and the U.S. Astute Analytica says the Indian podcast market, valued at $560 million in 2024, is projected to hit $4,248 million by 2033—a CAGR of 25.5% between 2025 and 2033.

What is driving this growth? A combination of the rising popularity of smartphones, cheap data, audio-streaming apps, and YouTube, say experts. Plus, many Indians got into the habit of listening to/watching podcasts during the lockdown and are now continuing the habit on their commutes. While English or Hinglish continue to be the most popular languages, regional language content, particularly in Hindi, Tamil, and Bengali, continue to expand, says Astute Analytica. And the numbers will only grow, considering India’s demographics.