A report published on Thursday revealed that India has become the third-largest market for podcast listeners globally, with around 78% of people surveyed discovering this media recently. The report, named “The Podcast Pulse: Unveiling India’s Podcast Landscape” by UNPAC Research (OPC) in support of Ideabrew Studios, noted that 82% of the respondents were initially unaware of podcasts, highlighting a significant opportunity for awareness-building efforts. Additionally, the report gauged awareness and listenership statistics by surveying 2,170 individuals across ten Indian cities, including Mumbai, Delhi, Chennai, Bengaluru, Kolkata, Ahmedabad, Lucknow, Indore, Patna, and Jaipur. Interviews with 1,800 active listeners provided invaluable insights into their behavior and preferences.
Although India has surged to become the third-largest market for podcast listeners globally, only 12% of Indians are currently engaged, indicating a vast untapped audience waiting to be explored. The report also emphasizes that authenticity and vulnerability in podcast conversations are highly valued by listeners, fostering a deeper connection with hosts and content. Sheetal Choksi, Director of UNPAC Research, stated that the Podcast Pulse is a comprehensive report on podcast consumption in India and that regional podcasts are identified as a driving force in shaping the industry’s future, offering audiences a more relatable and culturally resonant listening experience.
