The Indian media landscape was already peppered with podcasts before the year 2020, but with the global hit of pandemic COVID-19, this relatively niche content form boomed into the scenario of mainstream consciousness. As people got locked inside their home as a result of lockdown, they got to themselves time, tech, and a thirst for fresh perspectives.
This was the point when content through the medium of podcast entered into the Indian media in a way that apps like Spotify and You-tube, which generated a lot of traffic on the internet platforms across different states saw a humongous rise in the number of podcast platforms and channels along with the increased number of listers or content consumers ranging from different age groups.
In India, personalities like Raj Shamani, Cyrus Broacha host of (Cyrus Says), Ranveer Allahbadia host of The Ranveer Show (Podcast), Prakhar Gupta, Vinamra Kasanaa and more began to emerge as influential voices, making the Indian podcast space richer than ever. But as podcasts ride high on algorithmic pushes, some questions arise about the long-term impact of this new media darling.
The Post-COVID Podcast Boom
Before the pandemic, Indian podcasts were a slow-burner and it catered to a very niche audience. While global platforms like Spotify and Apple Podcasts offered access to varied spectrum of content, only a limited urban audience tuned in. This was changed during COVID-19 lockdown period when people dived deep into the topics ranging from finance, lifestyle, and entrepreneurship. What better medium than the podcast to fill the void?
The likes of different podcast show capitalized on the surge in popularity. These personalities already had established followings on platforms like YouTube, making it easier for them to transition into the podcast space. YouTube, too, jumped on board, prioritising long-form, conversational content in its algorithm and recommending videos from these creators to audiences looking for substance.
The Role of Algorithms: Who Gets Seen?
The algorithms on platforms like YouTube play a massive role in determining what content succeeds. This digital curating engine essentially decides which podcasts are given a stage in front of the audience. For channels like The Shyam Sharma Show and Podcast with Amin Jaz, getting views isn’t merely about content quality but also about timing, keywords, and the kind of engagement the episodes receive. These creators are encouraged, sometimes nudged, to lean into topics that spark debate or cover popular trends to stay relevant in the algorithm’s eyes.
Spotify and Apple Podcasts have algorithms that function similarly, although they are more search-based. Popular search terms related to current events or hot topics often lead listeners to certain podcasts. Apple, for instance, pushes forward episodes with high ratings, while Spotify curates playlists featuring rising podcast stars based on listener preferences. Both platforms employ recommendation features that keep listeners hooked and, more importantly, subscribed.
From Niche to Mainstream: Media Houses Join the Bandwagon
The podcast movement didn’t just stick to the indie creator crowd. Large media houses saw the growth potential and started developing their own podcasts. ‘Asia News International’ (ANI), which is a prominent news agency, launched ANI Podcast hosted by Smita Prakash, which quickly found a loyal listener base. Similarly by following this trend the traditional media players brought a polished style that has boosted the industry’s credibility, and in return, they benefit from younger, more digitally-savvy audiences. Now during November 2024 where we are almost about to start with 2025 there has been a blurriness in line of what is mainstream and what is independent media. This is a factor that made podcasts a more widely trusted source for news, opinions, and entertainment.
Is Podcasting Becoming a Fame Game?
But, despite the popularity and accessibility of this new format of infotainment , has podcasting become more about fame and money than genuine content? In India, anybody with a proper mic and good sound quality also with production of video and editing along with a platform can start a podcast, and this accessibility is both a blessing and a potential hazard. While it democratises media, it also opens the door for misleading content. In some cases, individuals start podcasts to promote ideologies or push agendas. With algorithms favouring popular or controversial content, there’s a growing risk that unchecked information could spread, ultimately influencing listeners who take these voices at face value.
Creators with large followings benefit immensely from this dynamic, often monetizing their platforms and earning lots of money from ads, sponsorships, and even paywalled content. While podcasts offer a genuine platform for creativity and knowledge-sharing, the current structure raises questions: are we prioritizing virality over authenticity?
What Does the Future Hold?
As we come to the end we shall we shall thnk about the future of utilizing this platform and format of content making in the best responsible way as podcasts have indeed reshaped the Indian media landscape, empowering both creators and consumers. Yet, there are rooms for reflection and improve
So, as a reader what is your stand on this topic? Is podcasting merely a new-age platform for fame, or is it here to elevate dialogue and empower voices across the country? Given its accessibility, are we really using this medium wisely – or are we just a click away from spreading misinformation?
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