Are Podcasts and Streamings’ the Next Big Thing?

 black and gray condenser microphone


With the emergence of fast internet connectivity, India has opened a giant door to live streamings and Podcasts. The audio industry is booming like never before; reaching nearly 255 million paid music streamers at the end of 2018. Nearly $8.9 billion worth of revenue was also generated in the same year through music streaming sales. 

When it comes to audio publishing in specific, podcasts are starting to enjoy wider popularity than before. Google recently launched its Podcasts App that has got over 5 million installs. The same is the case with podcasters. More and more people are routing towards podcasts over video content creation. Giants like Spotify, JioSaavn, and Amazon’s Audible have invested hugely into Indian markets. 


Spotify, The Game Changer- 

According to Spotify’s Managing Director (MD), “Storytelling is intrinsic to India, and almost nostalgic because most of us have grown on stories that our grandparents and parents told us, Spotify wants to re-establish that listening culture here, especially as users seek more screen-free moments.” Managing director, Amarjit Singh Batra further explained that the audience for podcasts is for millennials who actively seek a break from being glued to their screens, with most listeners aged between 18 and 35 years.

As India turns into a mobile-only audience, there is an appetite for a different type of programming, be it audio or video, it is remarkably cost-effective compared to TV and films. Famous comedian, political satirist, author, and podcaster Cyrus Broacha states, “It is an intimate medium. You can get people to say all kinds of things. It’s like being in a therapist’s chair.”

 

Is This Right Time to Begin as a Podcaster?

If you’re thinking of becoming a podcaster, this is the right time to dive into the industry. Both listeners and podcasters are rising in numbers with actual revenue flowing in. As the demand for rich content grows, the technology surrounding it also advances. 

 

Recommending My Personal Favourites - 

1. The Ranveer Show- 

From being an engineering student to having 2.02 million subscribers on YouTube, Ranveer Allahbadia has made a name for himself with podcasts and videos about fashion, grooming, etiquette, meditation, mental health awareness, communication skills, and entrepreneurship. 

His prime focus is to motivate the youth to do more productive work and keep hustling. He hosts The Ranveer Show on his YouTube channel "BeerBiceps" and Spotify as well, which has featured the likes of Prateek Kuhad, Priyanka Chopra, Luke Coutinho, Saif Ali Khan, Rajkummar Rao and even his idol, Arnold Schwarzenegger.

2. 22 Yarns with Gaurav Kapoor

Being Indian, you naturally become a cricket fan and you are always up and about to listen to a cricketing story (timeline does not matter). After a phenomenal video series of “Breakfast with Champions”. Gaurav Kapoor with Spotify came up with 22 Yarn, where we get to hear stories from all perspectives and everyone likes a good story. 

The backstory of IPL, The inside story of productions and camera’s from Harsha Bhogle, 3 captains story of IPL team Kolkata Nightriders from Joy Bhattacharya and the recent episode with one of the best umpire Simon Taufel makes you fall in love with the game again and again and again!!!

3. The Michelle Obama Podcast – 

Launched in July 2020, with 3 episodes out so far is another high-quality content. She is having conversations with her loved ones, family, friends, and colleagues and their importance which makes us who we are. Being an Indian you may feel the content is not relatable but wisdom wise, it is awesome. 

Also, you understand one important thing which is, we may be departed with time and technological adversaries but the problems faced are very similar to the ones here. Another take away was from the 2nd episode where award-winning journalist Michele Norris states, “My greatest hope is that we don’t reach for normal that we reach for better” and that line just stayed in my head for like the next 2 days!

4. Advertising is Dead

Hosted by Varun Duggirala, an outstanding host, the show focuses on speaking to leaders, creators and people from all ends of the space to understand the new media world order and the way brands are leveraging it. The podcast also discusses perspectives on points like purpose and empathy in today's world. 

It also addresses the struggles aspiring media professionals face in their minds about the barrier of entry to space itself. The podcast can be heard on Spotify, JioSavaan and even on YouTube,

I recommend this podcast to every corporate aspirant.

5. Tanmay Bhat - 

We all saw his downfall after a series of controversies and the closure of AIB resulted in clinical depression for him. He then returned to YouTube with a namesake channel roughly five months ago with gaming videos. His subscriber and view count increased rapidly because he played with Ajey Nagar aka CarryMinati. 

But I am going to shed some light on his second YouTube channel- Honestly, by Tanmay Bhat, he talks about issues like depression, money-handling, heartbreak, ambition, and various other youth-related topics. Especially where he is giving tips on why should you invest, how should one save and spend their salaries wisely. Many YouTubers do have similar subjects, but to dish it out with humor makes it easier to consume, a task which Tanmay manages beautifully. 

In a world where social media has a lot of power, Tanmay Bhatt is one such comedian who knows, that as a content creator, it is his responsibility to correctly influence his followers. On the other hand, he is also learning and growing with his fans, making mistakes along the way; he tries to educate his fans from his prior experiences and mistakes.


6. Comic circle

Lastly, to end on a fun side I am recommending 2-3 channels that give you laughter throughout the podcast. Adjusting to this pandemic many Indian stand-up artists have started their podcasts and streams, where they discuss freely without filters and the range of topics are massive as it’s not a scripted show. 

So you can visit Sourabh Pant’s YouTube channel where he invites guests from all sides (political, journalists, comedians, authors, sports personalities, etc.) and the content quality is also good. There is another podcast called The Internet Said So, where they discuss random and interesting topics and the content is general, fun, and with a lot of puns. Then just for out and out comedy you can visit Kaneez Surkha’s improve comedy battle, which is again a non-scripted live stream.

So, all in all, I have given you enough suggestions, Enjoy to the Fullest!

Written by – Soham Upadhye 

Edited by - Bushra Makhdoomi

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