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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.

“As Internet penetration grows, this will also improve further since more people will discover relevant content. Over the last few years, the listener base for podcasts has grown from just about 4 million in 2016 to now reach almost 75 million. So there is definitely some positive movement,” says Kuber.

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