Podcasting Boom in India: Is Audio the New Video?

For years now, videos have dominated the realm of digital content, but audio storytelling has an intriguing appeal. Podcasting is unmistakably an emerging space in India that is a quiet revolution in content consumption. Audible options are rising in India, and this revolution reflects a shift in audience behavior—with a preference for listening that is convenient and intimate, and for topics that are diverse, as opposed to visually-overloaded video options. As more and more Indians are turning to audio content for news, entertainment, education, and personal development, everyone is asking: Is audio the new video? 

The Progression of Podcasting in India

India's podcasting phenomenon started quietly, not explosively. The idea of podcasting began quite modestly, with few English-language podcasts adapted from the American experience, and took years to establish itself. Audioboom, Apple Podcasts, and some initial pioneers like Radio Mirchi explored the idea of on-demand audio, but the audience was very small.

However, after 2018, all of a sudden, several significant factors led to a surge in podcasting activity in India:

• Low-cost internet access, after the rise of Jio, democratized broadband access to many communities.
• Smartphones, particularly in Tier 2 and Tier 3 cities, made consuming content even easier.
• Lockdowns that prompted people to start looking for long-form, reflective content, many people had never experienced a podcast or two-hour radio talk show, or maybe they just never listened to it before.
• The increased availability of regional and vernacular content that helped podcasts reach different types of audiences.

Podcasts today have a diverse and dispersed audience that goes from urban professionals listening to self-help content to rural audiences who primarily listen to regional storytelling. Podcasting in India certainly has gained depth and breadth.

Trends in Indian Podcasting (2025)

As of 2025, India's podcasting boom is witnessing unicorn-level innovation and growth. Here is a snapshot of where the industry is today:

1. Vernacular and Regional Language Dominance:

India's linguistic diversity is one of its biggest strengths, and podcasting has taken this in its fullest form. Podcasts in Hindi, Tamil, Bengali, Marathi and Telugu are pulling in huge numbers. Dialect-specific content, like Haryanvi, Bhojpuri and Kannada, is creating access for more people and representation.

2. Rise of Fiction and Storytelling Podcasts:

Most early podcasts were focused on self-help, interviews, or news. It's 2025 and exponentially increasing are narrative-based fictional offerings. Serialized drama, horror, mythology and crime are uniting Indian audiences that historically have thrived on storytelling.

3. Content-Created Celebrity And Influencers:

Popular culture icons are finding a way to build authentic engagement with their audience base via podcasts. Bollywood stars, athletes, comedians, and YouTubers are creating content or being a feature for an extended period and exposing millions of new listeners to the possibilities of podcasts.

4. Youth and Gen Z-focused media:

Podcasts that address dating, anxiety around career, entrepreneurs, mental health, and sustainability, are becoming increasingly popular with young people in India. As a generation, Gen Z, typically prefers relatability and rawness when engaging with content which makes podcasts a better format than a scripted video format.

5. Short-form audio and snackable audio:

While there continues to be demand for long-form podcasting, short-form podcasting (5-10 mins) is increasingly trending (e.g. daily news update, productivity hacks, quick tips). Short episodes or snackable media is particularly popular among commuters or busy professionals.

6. Integration with connected devices:

Smart speakers, in vehicle infotainment systems, and wearable devices are putting podcast content at our fingertips with as little friction as possible. Voice-controlled devices like Alexa and Google Assistant are maximising new modes of discovery and engagement with audio content.

Top Indian Podcasts 2025

India’s podcasting ecosystem is rich with talent, and in 2025 we have seen many shows emerge as trailblazers. Here are some of the *best Indian podcasts 2025* in different categories:

1. The Ranveer Show (TRS) - Ranveer Allahbadia

One of the most influential podcasts in India, TRS occupies the realms of pop psychology, spirituality, entrepreneurship and self-development. His interviewing style, coupled with premium guests, works well, particularly for Gen Z and young professionals.

2. Kahaaniya - Neelesh Misra 

Kahaaniya is the flagship Hindi storytelling podcast that walks its nostalgic and narrative path to another time and space, evoking emotional memory through storytelling. This podcast relates well with the heartland of India.

3. Cyrus Says - Cyrus Broacha

Using humour, satire and candid talk, this is one of the oldest and most storied podcasts in Indian podcasting to date. It is entertainment that doesn't feel like it's talking down to you.

4. Ankur Warikoo Podcast

With a down-to-earth perspective on careers, productivity and mindset, Warikoo has arguably become synonymous with clarity and confidence via his voice. The tonal blend of Hindi and English was engaging and made premium content accessible.

5. Bhaskar Bose – Spotify Original

A fictional detective thriller that has earned a loyal following among podcast fans. A show so well produced, with great drama, intrigue, and voice talent, it has come to define the genre.

6. Maed in India – Mae Thomas

The first indie music podcast in India that celebrates the country's wide-ranging musicians and musical styles. Part music discovery, part storytelling, a 100% passion project that continues to thrive.

7. The Musafir Stories

A travel podcast that highlights some of the lesser-known destinations in India through the eyes of people and their experiences. In a post-pandemic world, if you can't travel and thirst for wanderlust, listen to the sound of travel.

Audio Content vs. Video: A Battle in the New Media World

Today's digital age is all about the medium making the difference. Up to this point, the medium has been video, and video has been very effective at burning through trends, ad sales, and viral culture. However, podcasting continues to prove that *audio content vs video* is not a zero-sum game. There are also unique features associated with each medium that make each one purely unique experiences, rather than opposing experiences.

Benefits of Audio Content

 1.Passive Consumption

Audio is consumable while performing any number of other tasks—during rides to work, during workouts, while cooking or eating, and even while working. The audience can seamlessly integrate audio content into their life without needing to devote their full attention.

2. Accessibility

Podcasts use less data than video, which makes them ideal for users with limited internet bandwidth or using an older device.

3. Less Expensive to Create

Audio production is cheaper and easier to scale. Independent folk can create audio with little more than a microphone, producing an episode and reaching an audience of millions worldwide.

     4.Intimacy and Connection

The human voice can express emotion in a way that nothing else can. Listeners will often feel the same strong parasocial relationship with hosts that is difficult to form through a video on the other side. 

    5.No Screen Fatigue

With increasing angst about screen time, audio offers another access point for content while taking a short break from the screen.

Strengths of Video Content

    1.Higher potential to spread virally: Visual content is more likely to be able to go viral across Instagram, YouTube, or Tik       Tok.

2. Higher chance of Brand recall: Visual memories are easier to recall and therefore a message will stick better.

     3.Better monetisation infra: Advanced monetisation infra (ads, super chats, brand placements) make videos easier to monetise!

Hybrid Formats: The Best of Both Worlds

A lot of content producers in India, and many others worldwide, are moving to hybrid - that is, filming their podcast episodes, and releasing both audio and video versions. YouTube podcasts are growing, especially in vernacular languages. Spotify and Audible are also placing a bet by investing in video podcasts to capture the convergence. 

The hybrid model values both formats and extends the opportunity to reach audiences across audience segments, demographic needs, and preferences.

Platforms and the Growth of Ecosystem

Several platforms are in the forefront of the boom of podcasting in India:

1.Spotify India: A leader in original products and localised content.

2.Gaana & JioSaavn: In addition to music, they provide spoken word content. 

3.Audible (India): Audiobooks and quality scripted podcasts.

4.Hubhopper & Kuku FM: Focusing on vernacular and hyperlocal audio.

Podcast aggregators, metrics and analytics platforms, editing platforms and tools, creator communities are also growing to provide a sustainable ecosystem that both aspiring and experienced podcasters will benefit from. 

How Brands Are Leveraging Podcasts in 2025

    1.Branded Podcasts: Companies are launching branded podcasts to talk directly to consumers. While topics are varied, from finance tip podcasts from fintech apps to beauty advice from cosmetics companies, they all have the same purpose.

2. Native Advertising: Most podcast hosts do personal and subtle ad reads, which offers credibility that banner and video ads do not have.

     3.Thought Leadership: CEOs, founders, and professionals use podcasts to bolster their credentials and display their vision in a way to attract stakeholders and employees. 

The Road Ahead: What the Future Looks Like?

The future of podcasting in India is looking very bright.  As the podcasting market matures, we may see:

• AI-Powered Discovery Tools: Newer and better algorithms will help find more niche content for the right audience
• Voice Commerce: Brands may even use podcasts as a gateway for voice-enabled purchases through commerce.
• Educational Uses Increase: We are already seeing ed-tech companies using audio-based things like audio lectures and explainer podcasts for their own platforms.
• Institutional Investment: More media houses and large publishing companies are entering the podcast space, with sophisticated setups and budgets
• Exchanges and Co-Creation: Indian podcasters are increasingly collaborating with international podcasters. These projects showcase Indian stories to a wider audience on a global stage.  

Is Audio the New Video?

The increase in podcasts in India is not just a trend. It's a genuine shift in how we consume, interact with, and create content. While video continues to be the preferred content, audio is ultimately developing a loyal and large user base who appreciate the ability to focus on *meaningful content, authenticity, and flexibility*.

The battle of *audio content v/s video* doesn't provide a clear winner, but it is clear that podcasting is no longer a mere alternative; it is clearly establishing itself as a medium in its own right.

We can safely say that *the podcasting boom is not just here; it is the future* as India continues to build an appreciation of audio storytelling regardless of its form.

BY - ANANYA AWASTHI