The Podcasting Boom in India: Shaping the Future of Digital Storytelling

Podcasts are transforming into an important segment for digital media in India, especially due to the surge of smartphone penetration, low data costs and a growing need for localised, superior quality content. The podcasting industry reflects the blue sky of India's digital transformation and accounts for one of the most important segments of economic growth and revenue potential, besides fresh opportunities for interaction. While audio has always been popular in India, the digital podcast format has accelerated its reach and impact, especially during and after COVID-19.

A brief history

Although podcasts have existed since the dawn of the internet (2004), their explosion in India is a recent affair. Having gained 105 million podcast listeners in 2024 and the estimated listeners in 2025 crossing 200 million, India is now the third-largest global podcast market, behind China and the USA.

Bridging tradition and technology

With over 750 million smartphone users fuelling digital penetration, podcasts have unleashed unfiltered, localised content to the urban, semi-urban and rural population. This convergence of heritage and innovation allows access to excellent quality information, empowering listeners with otherwise privately withheld insights gleaned from traditional broadcast media.

Economic impact and market growth

Source: Grand View Research, F- Forecasted

Grand View Research projects that podcast revenue in India will soar from ~Rs. 4,085 crore (US$ 470.30 million) in 2023 to ~Rs. 28,429 crore (US$ 3,272.60 million) by 2030, at a CAGR of 31.9%.

Digital advertising surge

As per the Global Entertainment and Media Outlook 2023-2027 by PwC, the total media revenue in India is estimated to grow at over 7% CAGR, while the Indian internet advertising market is projected to grow from Rs. 38,222 crore (US$ 4.4 billion) in 2022 to Rs. 68,627 crore (US$ 7.9 billion) by 2027 (at a CAGR of 12.3%). These numbers reflect an increasing consumption base and the growth of monetisation opportunities for digital content, which can also be an opportunity for the audio industry, especially podcasts.

Drivers of expansion

Technological accessibility and content diversity

• Affordable connectivity: The telecommunication revolution achieved new heights by making available affordable smartphones and low-data plans so that even remote corners could get into the digital stream and increase their audio consumption.
• Localised content: Predictions expect up to 85% of podcast content to be in regional languages, with Hindi and English expected to have ~45% and ~12% of the market. Hence, podcasts will increasingly be hyper-localised narratives of deep interest for diverse audiences.
• Diverse genres: From business and finance to education, self-improvement, and entertainment, the breadth of podcast topics caters to an increasingly discerning and multifaceted audience.
• Doesn’t restrict creativity: With an open format, podcasters are free to explore all possibilities, mixing storytelling with interviews and spur-of-the-moment events without editorial constraints. This liberating framework provides a fertile ground for offbeat, genre-fusing content that can capture diverse audiences. Easy platforms like Spotify and YouTube democratise creation so that even lesser-known names can be heard by global listeners.

Monetisation and investment opportunities

Evolving revenue models

• Advertising and host-integrated formats: Innovative ad formats—where hosts seamlessly weave sponsorships into discussions—complement traditional ad placements. For example, successful digital creators on YouTube have demonstrated that integrated monetisation can yield between Rs. 50,000 (US$ 573.40) and Rs. 1 lakh (US$ 1146.80) per month.
• Subscriptions and micro-payments: Subscription platforms like Patreon enable listeners to directly support creators in exchange for premium content.
• Brand collaborations and licensing: Partnerships with brands, live events, and licensing deals further augment revenue, ensuring that the medium’s growth is sustainable and scalable.
• Revenue forecast: The aggregate revenue earned through online audio content in 2020 equalled ~Rs. 869 crore (US$ 100 million). It is expected to reach ~Rs. 17,895 crore (US$ 2.06 billion) in 2025.

Pioneering voices

While the medium’s growth is underpinned by technological and economic factors, the pioneering voices have transformed podcasting into a powerful tool for real change.

A few Indians podcasters are gaining traction because of their raw insights, helping listeners pave their way to clarity of thoughts. Nikhil Kamath, with his “WTF” and “People” series, shatter typical success stories by providing raw insights into financial markets and entrepreneurship. Raj Shamani candidly shares the real-life inner workings of India’s startup world, sharing his challenges and advising risk-taking. Ankur Warikoo connects through relatable storytelling, delivering lessons in leadership and career growth relevant to the young generation. Sadhguru combines ancient wisdom with modern challenges to provide profound perspectives that marry the spiritual with the practical.

The creators engage in candid conversations with industry experts and public figures about systems and markets. These insightful discussions are a reality check for their audience: they cut away the hype and misinformation. By examining nuances behind trends and practices, these podcasters share useful insights that improve everyday lives. This enables the audience to make informed choices based on transparency and real-world evidence.

Global trends and policy alignment

International best practices

Globally, podcasts like Joe Rogan’s and Tim Ferriss’ have set the benchmark for long-form, in-depth conversations that prioritise authenticity and nuanced storytelling. Indian podcasters are adapting these global formats, infusing them with local relevance and cultural depth to create content that is competitive and resonant on an international scale.

Government initiatives

India’s Digital India initiative and related policy measures have been instrumental in nurturing this ecosystem. Government platforms such as the MyGov Podcast exemplify how podcasts can be leveraged for public education and policy dissemination, ensuring that digital transformation benefits every segment of society.

The uniqueness of India’s podcasting revolution

India’s podcasting boom is distinct for several reasons:

• Cultural resonance: The medium taps into the nation’s rich oral traditions while catering to a diverse linguistic landscape, making deeply personal and broadly relatable content.
• Economic empowerment: Podcasts are fuelling informed decision-making among India’s vast youth population, spurring innovation and entrepreneurship by providing real-world insights and practical guidance.
• Future-ready ecosystem: As data analytics and targeted advertising evolve, Indian podcasts are set to become precision tools for reaching niche audiences, enhancing content relevance and the potential for monetisation.

Challenges

Podcasting offers a great deal of freedom to creators. But the biggest challenge is there are no clear rules for responsible content creation. Without strict regulations, the podcaster must set their own standards for accuracy, fairness, or safety. This means that creators must rely on self-regulation to avoid spewing misinformation or harmful content. Simultaneously, listeners may encounter content that has not been thoroughly examined. This will be increasingly important as the industry expands in actual guidelines to maintain trust and facilitate creativity not negated by responsibility.

Conclusion

Podcasts in India have already amassed more than 105 million listeners in 2024 and is expected to reach ~200 million by 2025. This coupled with an expected increase in market revenue from Rs. 4,085 crore (US$ 470.3 million) in 2023 to over Rs. 28,429 crore (US$ 3,272.6) million by 2030, signals a profound digital transformation that boasts more than 750 million smartphones and a rich heritage of oral storytelling. Innovative monetisation models, a sound investment climate, and government-led strategic initiatives such as the MyGov Podcast and Digital India could transform podcasts beyond media consumption and enhance the economic and cultural empowerment in India.