Mumbai, India has emerged as the third-largest market for podcast listeners globally, with nearly 78 per cent of those surveyed recently becoming aware of the media, a report said on Thursday.
According to the report, nearly 82 percent of respondents were initially unaware of podcasts, which highlights a significant opportunity for awareness-building efforts.
"78 percent of consumers had discovered podcasts less than a year ago, indicating a recent surge in interest," the report, titled 'The Podcast Pulse: Unveiling India's Podcast Landscape,' said.
According to the report prepared by UNPAC Research (OPC) in support of Ideabrew Studios, India has become the third largest market for podcast listeners globally, yet only 12 percent of Indians are currently engaged, creating a There is a huge untapped audience waiting to be discovered. Said.It states that authenticity and vulnerability in podcast conversations are highly valued by listeners, which fosters a deeper connection with the hosts and the content.
The report is based on responses from 2,170 individuals across 10 cities in India, including Mumbai, Delhi, Chennai, Bengaluru, Kolkata, Ahmedabad, Lucknow Indore, Patna and Jaipur, measuring awareness and audience data.
Additionally, detailed interviews with 1,800 active listeners provide invaluable insight into their behavior and preferences.
Sheetal Choksi, Director of UNPAC Research, said Podcast Pulse is a comprehensive report on podcast consumption in India.
He said regional podcasts are recognized as a driving force in shaping the future of the industry, providing audiences with a more relatable and culturally-resonant listening experience.Unpack Research (OPC) Pvt. Ltd. is a full service qualitative research agency. IdeaBrew Studios is a podcast production and full-service content solutions company.
According to the report, nearly 82 percent of respondents were initially unaware of podcasts, which highlights a significant opportunity for awareness-building efforts.
"78 percent of consumers had discovered podcasts less than a year ago, indicating a recent surge in interest," the report, titled 'The Podcast Pulse: Unveiling India's Podcast Landscape,' said.
According to the report prepared by UNPAC Research (OPC) in support of Ideabrew Studios, India has become the third largest market for podcast listeners globally, yet only 12 percent of Indians are currently engaged, creating a There is a huge untapped audience waiting to be discovered. Said.It states that authenticity and vulnerability in podcast conversations are highly valued by listeners, which fosters a deeper connection with the hosts and the content.
The report is based on responses from 2,170 individuals across 10 cities in India, including Mumbai, Delhi, Chennai, Bengaluru, Kolkata, Ahmedabad, Lucknow Indore, Patna and Jaipur, measuring awareness and audience data.
Additionally, detailed interviews with 1,800 active listeners provide invaluable insight into their behavior and preferences.
Sheetal Choksi, Director of UNPAC Research, said Podcast Pulse is a comprehensive report on podcast consumption in India.
He said regional podcasts are recognized as a driving force in shaping the future of the industry, providing audiences with a more relatable and culturally-resonant listening experience.Unpack Research (OPC) Pvt. Ltd. is a full service qualitative research agency. IdeaBrew Studios is a podcast production and full-service content solutions company.
