Podcasts? Branded?

Branded Podcasts? A good channel or a fad?

Facts -
- India is world’s third largest country by podcast listeners ( After Us and China)
- ~60-75 m MAU #podcast listeners in India (~12% of digital India)
-It is under 1% of digital spends in the country.

Is the medium significant?
Not yet, but it’s accelerating. You now find podcasts on every audio streaming app - Spotify, Gaana, Prime Music and so on. Audible too. Google and Apple podcasts are abviously there.

However, it’s creators or influencers that are leveraging thier already huge following on social media on podcasts.

Coming to branded podcasts.

With more story driven #D2C brands in India, there is a genuine following of person driven brands (mostly founders) leading to a strong community.

#Community driven brands will excel at podcasts imo. They have genuine proposition or evolution story to tell and listen to. The medium also help connect users to brands closely with straight QnA or co-opting in the journey without spends on expensive video content.

‘Do what floats your boat’ by Boat, ‘The gentleman’s show’ by The Man Co are some of the branded podcasts available in India.

However, Till the Jio led cheap data is here, podcasts still is on backfoot vs video.

Which podcast is your favourite?
I like firstprinciples on spotify by Ken.

Pic credits - One of the most famous podcasts globally, Joe Rogan.

#marketing #content

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I write regularly on topics linked to marketing/consumer and habits/productivity. Follow #RunningMarketer on LinkedIn https://www.linkedin.com/in/nitinchandil