Podcast Power: The Future of Audio Storytelling and Radio Jockeying
If we look at today’s time, people have become very busy in watching media, which shows that people have started liking watching videos as well as listening to audio. During this period of growth, it has also become apparent that podcasting and audio journalism have gained significant popularity, and they are now available on various other platforms. Therefore, the Mass Communication course have become equally important. According to many survey & news source digital media is growing; these audio mediums will move forward, and more opportunities will come for Ba journalism and mass communication students in the future. This will benefit the content creator, the people who watch the video, and the advertisers as well.
25 million views podcast example
Recently, the best example of a podcast is when Raj Shamni conducted an interview of the Former Chairman of United Spirits, Ex-RCB & Kingfisher Airlines Owner, Vijay Mallya in the form of a podcast. Raj Shamni is a YouTuber & Social Media Influencer, he made a hit podcast which was more than 4 hours long. In 11 days, his video has received more than 25 million views, which is considered very good in the history of podcasts in India so far. Along with this, Vijay Mallya was also a guest on his show. Many people wanted to listen to him, and people did listen to him and this made both his podcast and channel a hit.
Overview of Podcast Monetisation in India
| Aspect | Details |
| Industry Stage | Still in early stages |
| Key Challenge | Monetisation remains a major hurdle |
| Monetisation Methods | – Sponsorships – Advertising – Listener support (donations/subscriptions) – Brand deals on YouTube |
| Popular Platforms | Spotify, Apple Podcasts, YouTube, and other audio/video platforms |
| Platform Support | Platforms like Spotify, Apple, and YouTube offer monetisation tools for creators |
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CHALLENGES FACING THE INDIAN PODCAST INDUSTRY
- One of the major challenges facing the Indian podcast industry is the lack of awareness about podcasts amongst the public.
- Another challenge is the lack of monetisation options for creators, which can make it difficult for them to sustain themselves.
- The industry also faces challenges in terms of content creation, with many creators struggling to produce high-quality content that resonates with listeners.
- Lack of monetisation options makes it hard for content creators (including those trained in journalism and mass communication, BJMC, or diploma in journalism) to sustain their podcasts.
- Many creators, including mass communication course graduates, struggle to consistently produce engaging, high-quality content that resonates with India’s diverse listeners
Growth Opportunities in the Indian Podcast Industry
| Opportunity Area | Details |
| Market Potential | Expected to reach INR 17.8 billion (~USD 240 million) by 2023 |
| Regional Language Adoption | Rise in regional content is expanding listener base across diverse audiences |
| Digital Penetration | Growth in internet access and smartphone usage is boosting podcast reach |
| Innovation in Content | Creators are experimenting with new formats and unique storytelling styles |
| Untapped Audience | Large population still unfamiliar with podcasts, offering scope for outreach |
Key Factors Contributing to the Rise of Podcasting in India
- Widespread use of smartphones and internet access has made podcasts more accessible, just like how mass comm programs teach digital distribution.
- There’s rising demand for on-demand content, a trend also seen in BA journalism and mass communication careers.
- The emergence of podcasts in regional languages (Hindi, Tamil, Telugu) reflects the diversity taught in diploma in mass communication and bachelor of mass communication courses.
How to Improve the Indian Podcast Industry
- Increase public awareness, similar to how BA journalism or MA in mass communication programs raise media literacy.
- Educate audiences about podcast value using storytelling skills from mass media courses and diploma in journalism and mass communication.
- Support talented storytellers from BJMC, BAJMC, or MA journalism and mass communication backgrounds by offering marketing, branding, and monetisation strategies.
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How Podcasts Gained Popularity in India
- Podcasts have been around for over 15 years, but remained niche, unlike mainstream formats taught in journalism courses after 12th or a bachelor of journalism program.
- In 7 years, listeners grew from 2.54 crore to 17.61 crore—a trend that sports journalism and RJ courses are starting to tap into via niche shows.
- Many Indians still associate audio with FM radio, not podcasting, indicating a gap in awareness addressed in mass communication and journalism education.
Top 10 Podcasts to watch out for on YouTube
| Podcast Name | Description |
| The Joe Rogan Experience | Global hit hosted by Joe Rogan, featuring diverse topics and guests. |
| Sadhguru | Insights and teachings from Sadhguru, a yogi and mystic. |
| Finshots Daily | Explains daily finance and business news in an easy-to-understand way (India). |
| On Purpose with Jay Shetty | Interviews with insightful individuals on wisdom, life, and purpose. |
| Global News Podcast | BBC’s daily roundup of top global news stories. |
| Business Wars Daily | Stories of corporate rivalries, hosted by David Brown. |
| Vaad | A trending Indian podcast; specific theme not clearly mentioned. |
| People by WTFNikhil Kamath | Popular podcast by Indian entrepreneur Nikhil Kamath; content unspecified. |
| Indian Business Podcast (Think School) | Indian business podcast focusing on strategy and market trends. |
| Teen Taal (Aaj Tak Radio) | Hindi-language podcast from Aaj Tak; likely news or culture focused. |
| Dostcast (Vinamre Kasanaa) | Hindi podcast hosted by Vinamre Kasanaa, covering various topics. |
| Konversation with Kushal | Podcast by Kushal; likely in Hindi and Indian culture-oriented. |
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How Much Do Podcasts Earn? Size-Wise Earning Comparison (USD to INR)
| Podcast Size | Monthly Earnings (USD) | Monthly Earnings (INR) | Listener Range |
| Small | $0 – $500 | ₹0 – ₹41,500 | Few to hundreds |
| Medium | $500 – $10,000 | ₹41,500 – ₹8,30,000 | 1,000 – 10,000 listeners |
| Large / Established | $10,000 – $250,000+ | ₹8,30,000 – ₹2,07,50,000+ | 10,000+ listeners |
Top Factors for Podcast Income
| Factor | Description |
| Audience Size | More listeners = more monetization opportunities (ads, sponsors, etc.) |
| Monetization Methods | Multiple streams (ads, sponsors, affiliate, subs, merch) |
| Marketing & Promotion | Effective marketing helps grow listener base and earnings |
| Content Quality | Engaging content helps retain audience and attract monetization |
Podcast Monetization Methods (Ads & Sponsorships)
| Method | Description | Earnings Estimate (USD) | INR Equivalent |
| Advertising | $18–$25 per 1,000 downloads for a 30-sec ad | $18 – $25 / 1K downloads | ₹1,500 – ₹2,075 / 1K downloads |
| Sponsorships | Paid mentions or sponsored segments by brands | Varies widely | Varies |
| Affiliate Marketing | Earn commission on product sales via custom links | Depends on conversion rate (e.g., 1%) | Varies |
| Subscriptions | Paid access to exclusive content (e.g., ₹99–₹499/month per user) | Depends on subscriber count | Scales with growth |
| Merchandise | Selling podcast-branded items like mugs, t-shirts | Varies | Varies |
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Summary
| Aspect | Insight |
| Potential for Profit | High for large, well-promoted, and high-quality podcasts |
| Income Range | ₹0 to ₹2+ crore/month depending on scale and strategy |
| Key to Success | Loyal audience + strategic monetization + strong marketing |
Government Support Behind Podcast & Audio Storytelling
1. Support for Audio Ecosystem
“The Ministry of Information & Broadcasting’s support for community radio stations through dedicated funding and infrastructure (via Central Sector Schemes) highlights the growing importance of localised audio communication — a value echoed in today’s booming podcast industry.”
2. Link with Traditional to Modern Audio
“As All India Radio upgrades its infrastructure under the BIND scheme, India is also witnessing a parallel evolution in independent digital audio content — from storytelling podcasts to online radio shows.”
3. Connect Public Awareness to Podcast Growth
“Just like government schemes focus on communication and information dissemination, podcasters are now becoming micro-communicators — building awareness, educating niche audiences, and even complementing state narratives in health, policy, and culture.”
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Who Should Take a Mass Media Course?
- Well, the answer of the above is simply right after the 12th class, who are looking for specialized UG courses like BAJMC, BJMC, or BA Mass Communication. They can easily enroll in a mass com program & actually those people who want to bring a change from a journalism point of view.
- Secondly, Storytellers & Content Creators who are passionate about current affairs, culture, or entertainment, or any beat that suits them. Students after 12th, Radio & Podcast Enthusiasts, aiming for careers in rj course, Bajmc, Bachelor of Mass Media.
- Social Media enthusiasts or those lads who are interested in digital journalism, influencer marketing, or becoming a multimedia specialist.
- Extremely creative people who are keen on advertising, PR, filmmaking, or web content.
- It is rightly said that you are never too late for something. Graduates from any stream looking to pursue an MA in Mass Communication or a Master’s in Journalism for media leadership roles.
Final Thoughts
Podcasting and radio hosting are no longer niche activities; these audio forms have grown into powerful storytelling tools with huge job opportunities. People are listening to longer audio files for news, entertainment, education, and motivation as their digital habits change.
For students pursuing a BA in Journalism and Mass Communication, this is the perfect time to tap into the rising wave of audio media. Whether your goal is to become a podcaster, an RJ, a content creator, or a media entrepreneur, this field offers a voice to your vision—literally and figuratively.
If you want to pursue industry-relevant courses at AAFT and start building a future in storytelling that reaches millions one word, one voice, one episode at a time then you can pursue a rj course here.
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