As the introductory music fades, the host leans into the microphone, voice steady and purposeful, ready to begin the podcast—an intimate audio journey.
Through carefully curated interviews and thoughtful discussions, podcasts are a digital conversation, one episode at a time, available for streaming or download. Unlike traditional radio, which follows a strict schedule, podcasts provide the flexibility to listen anytime, anywhere.
A vibrant array of independent podcasts, particularly from the global South, are making significant contributions to journalism.
When and How Did Podcasts become Popular?
Podcasting has its roots in the early 2000s, with the term "podcast" being coined in 2004, combining "iPod" and "broadcast." However, it wasn't until technology became more accessible, with the rapid spread of smartphones and affordable recording equipment, that podcasting started to gain significant attention. Now, almost anyone can create a podcast.
But the trend experienced a major surge in the mid-2010s, especially with the success of "Serial" in 2014, an investigative journalism podcast, hosted by journalist Sarah Koenig. The podcast captivated millions of listeners with its real-time investigation and gripping storytelling about the 1999 murder of Hae Min Lee and the subsequent conviction of Adnan Syed. Not only did this podcast bring international attention to the case through merely audio, ultimately leading to Syed's release from prison, but it also pioneered a new genre of journalism and entertainment, sparking renewed interest in cold cases and criminal justice reform. Since then, podcasting has rapidly gained popularity, becoming a mainstream audio medium for news, entertainment, and education.
South Africa is home to the highest proportion of regular podcast listeners of any market surveyed, at 68%. Saudi Arabia is second overall at 59%
Who is Listening in?
According to YouGov, an international online research data and analytics technology group, they analysed 47 global markets to demonstrate where people around the world regularly listen to podcasts. It was found that, South Africa is home to the highest proportion of regular podcast listeners of any market surveyed, at 68%. Saudi Arabia is second overall at 59%, marking a significant increase from previous years. Of all consumers polled, 40% say they listen to podcasts for more than an hour per week, with 10% listening for more than 10 hours per week.
This growing medium has changed how audiences consume content and how journalists create and share their stories. In a landscape dominated by visual media, podcasts stand out as a compelling alternative, prioritising in-depth storytelling and analysis. With no visuals to distract, listeners engage their imaginations, fostering a deeper connection to the content. Moreover, in an age where trust in traditional media is often questioned, podcasts offer a sense of authenticity and transparency, allowing listeners to hear directly from journalists and experts.
In a landscape dominated by visual media, podcasts stand out as a compelling alternative, prioritising in-depth storytelling and analysis.
Adoption by Major Media Outlets
Major publications such as The Guardian, The New York Times, the BBC, and the Financial Times, have all embraced podcasting, bringing listeners closer to their unique journalistic styles. Featuring journalists as hosts and guests, the podcasts combine the personal storytelling of each journalist with insightful analysis, providing an intimate glimpse into the minds of those who shape our understanding of the world.
The Guardian’s "Today in Focus" is a prime example of this trend. Hosted by journalists Michael Safi and Helen Pidd, the podcast offers a deep dive into a single story each weekday. Recent episodes have covered topics ranging from climate change to political scandals.
One notable example is the podcast series "Rethinking Palestine: The Al-Shabaka Podcast" by The Palestinian Policy Network. This groundbreaking podcast serves as a forum where Palestinian experts from across the globe convene to dissect current events and analyse global policies impacting the movement for liberation.
A Platform for Underrepresented Voices
Another significant advantage of podcasting is its ability to give a platform to underrepresented voices, addressing the criticism that traditional media lacks diversity in its features and stories. Podcasts highlight perspectives often overlooked, such as "Code Switch" by NPR, which explores issues of race and identity, and "The Read," which focuses on Black culture and commentary.
Moreover, the lack of coverage of the Gaza crisis by international media is also being addressed by independent podcasts. By bypassing traditional media gatekeepers and offering alternative perspectives, these podcasts play a crucial role in shedding light on reality. They provide a voice to marginalised communities and offer a nuanced understanding of the complex dynamics at play.
One notable example is the podcast series "Rethinking Palestine: The Al-Shabaka Podcast" by The Palestinian Policy Network. This groundbreaking podcast serves as a forum where Palestinian experts from across the globe convene to dissect current events and analyse global policies impacting the movement for liberation. Established in April 2010, Al-Shabaka is the first and only independent, transnational Palestinian think tank, gathering over 200 analysts globally to produce critical policy analysis and envision a liberated, self-determined future for Palestinians. It features a wide range of guests, including academics, activists, policy analysts, and journalists, who contribute their extensive knowledge and diverse perspectives. These discussions delve into international law, human rights, and the geopolitical developments affecting Palestine, offering listeners a nuanced understanding of the complex realities facing Palestinians.
The storytelling potential of podcasts is immense. Unlike the constraints of print or television, where space and time are limited, podcasts can delve deeply into complex issues, providing context and nuance.
By bypassing traditional media gatekeepers and offering alternative perspectives, these podcasts play a crucial role in shedding light on the realities. They provide a voice to marginalised communities and offer a nuanced understanding of the complex dynamics at play.
A vibrant array of independent podcasts, particularly from the Global South, are making significant contributions to journalism. "The Pakistan Experience," hosted by Shehzad Ghias Shaikh, is a standout example. Describing itself as "a podcast looking to tell stories about Pakistan, and Pakistanis, through the lost art of conversations," it features candid interviews with diverse guests, from politicians to artists, tackling pressing social and political issues with unflinching honesty. Another independent podcast, "Kerning Cultures", focuses on narrative-driven stories that explore the social, cultural, and political landscapes of the Middle East and North Africa, demonstrating how grassroots initiatives are pushing the boundaries of traditional media. Described by the popular lifestyle and entertainment magazine, What's On Dubai as "the jewel of UAE podcasting," Kerning Cultures is setting new standards for audio storytelling and journalism in the region.
Podcasts: Appeal and Potential
What sets podcasts apart is their accessibility, portability, and immersive nature. Unlike traditional media forms, podcasts can be enjoyed on the go—during a morning commute, a workout session, or even while doing household chores. This accessibility has democratised information, allowing listeners to engage with news and analysis at their own convenience.
Furthermore, podcasts excel at fostering a sense of connection between the host and the listener. The act of listening to someone’s voice creates a bond that is more intimate than reading words on a page or watching a screen. This emotional connection can enhance the impact of journalistic stories, making them more memorable and influential. The conversational tone of many podcasts also contributes to this sense of intimacy, making listeners feel like they are part of a dialogue rather than passive recipients of information.
However, the rise of podcasting is not without its challenges. Monetisation is a critical challenge. Unlike traditional media, podcasting often requires innovative revenue models. Advertising and sponsorships are common but can be unpredictable and insufficient for sustained operations. Some creators turn to listener-supported models like Patreon, but these also have limitations. Finding stable and scalable monetisation strategies remains a pressing issue for many independent podcasters.
The act of listening to someone’s voice creates a bond that is more intimate than reading words on a page or watching a screen. This emotional connection can enhance the impact of journalistic stories, making them more memorable and influential.
In addition, the rise of exclusive podcasting platforms, such as Spotify and Apple Podcasts, has created a competitive environment that can both help and hinder creators. These platforms can provide substantial support and exposure to selected podcasts, but their dominance risks marginalising independent voices and consolidating control over distribution.
Looking ahead, the future of podcasting holds the potential to shape the field of journalism. Emerging trends suggest a shift towards more personalised audio experiences. Advances in artificial intelligence and machine learning are enabling platforms to deliver content tailored to individual listener preferences, enhancing engagement and retention.
As the podcasting landscape continues to evolve, independent voices are making a significant impact, proving that high-quality journalism doesn't always require large budgets or extensive resources.
In this age of digital transformation and media convergence, podcasts stand out as a testament to the enduring power of journalism—a medium that transcends borders, sparks conversations, and brings the world closer together.