India’s podcasting scene is on the rise, driven by affordable internet and changing content habits, yet still faces challenges like limited monetisation and urban-focused reach. Despite these hurdles, independent creators are using the medium to amplify grassroots narratives, shaping a more inclusive media landscape.
A former non-profit professional, Padma Priya, took a risk in 2018 when she was disheartened with the lack of coverage of underreported matters in India by prominent media. With her husband Rakesh and colleague Tarun, Priya founded Suno India, a multilingual audio platform for underreported stories.
Dear Pari, the platform’s first production explored the taboo topic of child adoption. “It remains one of the only podcasts in India on child adoption,” Priya commented. Suno India was one of the very first multilingual podcast companies covering women, human rights, climate change, public health, and social justice.
Over six years, Suno India has taught more than 500 independent journalists in audio storytelling and worked with 75 of them. This has resulted in many podcasts, including Beyond Nation and State, an India’s foreign linkages podcast, and Suno India Show, which is a current affairs podcast.
If we can make people pause, listen, and think, then we have succeeded.
The audio’s intimacy is what helped the platform become so popular, Priya says. “With podcasts, you can let people speak their truth in their voice. It’s personal, and it is powerful,” she told Al Jazeera Journalism Review.
However, the road has been challenging in many ways. “We have limited resources, and creating a single podcast episode involves rigorous research, cross-referencing, and hours of scriptwriting. People underestimate the effort involved,” Priya said. “A 30-minute episode might take weeks to produce, and in India, the monetisation of podcasts is still in its infancy,” she added.
“It is not just sitting in front of a mic and chatting. For us, it is narrative journalism.”
Growing Audience
According to market estimates, podcasting in India has seen exponential growth, with 57.6 million monthly listeners recorded in 2024. The rise can be attributed to the proliferation of smartphones, affordable internet, and a shift in content consumption habits.
However, unlike the podcast markets in the United States or Europe, India’s ecosystem remains underdeveloped. Platforms secure significant advertising revenue in mature markets, as exemplified by Spotify’s $250 million deal with Joe Rogan.
In India, podcast creators often rely on grants or external projects to sustain operations. Suno India, for instance, received early support from the Independent and Public-Spirited Media Foundation (IPSMF) and prominent film producer Shobu Yarlagadda.
Unlike in the U.S., where advertisers allocate significant budgets for podcasts, India’s market is still figuring itself out,” Priya said. “The challenge is convincing people that podcasts are worth paying for
While these funds have enabled Suno India to sustain its journalism, Priya acknowledges the financial constraints. “Podcasts are not seen as profitable ventures here. The advertising budgets for podcasts are minuscule compared to those for video content,” she said.
Suno India has had to find creative ways to sustain itself. The team produces podcasts for other organisations to generate revenue, balancing commercial projects with their core mission of public-interest journalism.
“Unlike in the U.S., where advertisers allocate significant budgets for podcasts, India’s market is still figuring itself out,” Priya said. “The challenge is convincing people that podcasts are worth paying for.”
Nonetheless, podcasting is reshaping journalism in India in profound ways despite financial hurdles. Suno India and other emerging podcasting sites can reveal tales conventional media ignore.
The anonymity podcasts provide makes them a safer medium for people to share sensitive stories
The sentiment chimes with Madhuri Adwani, podcast producer at The Third Eye, a feminist think tank. She talks mainly about intersectional issues like caste, gender, and technology. “The anonymity podcasts provide makes them a safer medium for people to share sensitive stories,” she said.
Her project, Dictionary of Violence, speaks on behalf of social workers who have to deal with systemic violence. “These narratives are informed by lived experiences,” Adwani explained. “Our approach is process-driven, not profit-driven. Quality takes precedence over quantity.”
However, Adwani noted there are "class penetration" issues to reach audiences in India. “Podcasts often feel like an urban phenomenon. Their reach doesn’t extend to rural or semi-urban populations, which limits their inclusivity,” she said.
Podcasts often feel like an urban phenomenon. Their reach doesn’t extend to rural or semi-urban populations, which limits their inclusivity
To bridge this gap, The Third Eye leverages collaborations with influencers from diverse backgrounds and uploads its podcasts to YouTube, a platform with wider accessibility.
Increased Popularity
For listeners like Gautam, a 26-year-old from the south Indian city of Kochi, podcasts are both a source of inspiration and a creative outlet. Gautam transitioned from post-production in Malayalam cinema to podcasting, drawn by the medium’s storytelling possibilities.
“With podcasts, it is all about sound. You create entire worlds using just audio,” he said. Gautam now produces podcasts for various companies and listens to shows on audio platforms like Pocket FM—an audio series platform with over 130 million listeners—while commuting.
“Podcasts let me learn and relax at the same time. I can listen to them anywhere, anytime,” he said.
Many young Indians echo this sentiment, turning to podcasts for entertainment and education. Platforms like Pocket FM have capitalised on this, offering content ranging from historical dramas to motivational series.
While podcasting promises democratisation, it is not immune to the forces of capitalism. Media researcher and faculty member at New Delhi’s Mass Communication Research Centre (MCRC) Mohammed Usmani warns that it draws from an ecosystem with the same systemic inequities as other media.
Challenges Ahead
“One of the biggest hurdles is the algorithm,” said Usmani. “Algorithms dictate what content gets amplified, and they tend to favour commercial interests over grassroots narratives.”
He explains that the digital infrastructure behind podcasts usually resembles this in broader inequalities around social media platforms. “We talk about the democratisation of information, but algorithms prioritise content that is backed by money, celebrities, or controversy. It’s a system that rewards virality and sensationalism over depth and nuance,” he said.
This is an issue that cuts across both audio and video podcasts. For example, YouTube uses recommendation engines that amplify well-funded or high-profile content. Because of this, independent creators struggle to gain visibility, especially those covering marginalised voices. “Even podcasts that focus on critical issues need substantial resources to break through the noise. Without sponsorship or promotion, they rarely reach wider audiences,” Usmani said.
We talk about the democratisation of information, but algorithms prioritise content that is backed by money, celebrities, or controversy. It’s a system that rewards virality and sensationalism over depth and nuance
The problem gets greater, as Usmani pointed to the growing influence of celebrities' culture in podcasting. “When you look at the most successful podcasts, they are often hosted by influencers, Bollywood stars, or public figures with pre-existing fan bases,” Usmani explained. “This reinforces a cycle where established names dominate the space, leaving little room for grassroots creators.”
Usmani still believes in the medium despite these obstacles. “Podcasts can still be a force for good,” he said. “The key lies in finding ways to amplify meaningful content, whether through collaborations, cross-platform distribution, or innovative funding models.”
But, slowly and gradually, podcasting is finding its place in Indian journalism.
Nonetheless, for Priya, podcasting has a lot more potential beyond journalism. “It is about creating a more informed and empathetic society,” she said.
“If we can make people pause, listen, and think, then we have succeeded.”
