MUMBAI: JioSaavn, India’s largest music and audio streaming service, has been at the forefront of the podcasting trend, regaling millions of Indian listeners with stories from these prominent categories and more since early 2016.
2020 has seen the launch of some exciting developments for podcasts on JioSaavn, starting with the direct listing platform for creators: JioSaavn YourCast. This was followed by podcasts going live on the JioSaavn desktop site and most recently, the launch of the new dedicated Podcast Homepage (currently Live on Android devices only) in an attempt to make podcasts more accessible to JioSaavn’s user base. Listeners can expect to discover new podcasts more with the help of a number of different recommendation modules such as ‘You Might Like” curated based on individual listening within this new Homepage.
Since launching Original programming, JioSaavn has developed well-known, category defining podcasts such as #NoFilterNeha, Kahaani Express, Mind Voice with RJ Balaji, Take 2 with Anupama and Rajeev, Bhai ke Raapchick Reviews and our original music podcast series Talking Music (live in 2 languages – Hindi and Punjabi). Expanding the depth and diversity of its audio streaming content, the platform has created over 200 hours of original content across genres. JioSaavn also identified that 43% of all podcast streams come from the originals suite with a maximum consumption of the Comedy, Film & Television, and Storytelling genres.
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Exemplifying its commitment to expanding its content offering, JioSaavn clocked a 200x increase in its podcast catalog since 2019. The platform has partnered with popular international podcast monetization and distribution platforms including the BBC, Acast, Captivate, and Spreaker, through which it offers the technology for podcasters while unlocking a variety of distribution avenues. JioSaavn has also been focused on supporting creators and podcasters through monetization efforts. Earlier this year, the company also launched YourCast to empower independent podcasters with tech-led tools to have their stories on the platform and available to millions of users across the country.
As of September 2020, over 60% of users aged between 18 and 35 years old reported listening to podcasts weekly, while the storytelling and culture genre saw the strongest engagement with listeners in the 24 – 35 age bracket. Podcasts of JioSaavn have gained exemplary traction from metro cities such as Mumbai, Delhi, Bangalore, Ahmedabad and Kolkata as well as sub-metros like Patna, Lucknow, Jaipur, and Bhopal. It is interesting to note that podcast streams from Maharashtra & Uttar Pradesh accounted for 25% of all the podcast streams in 2020.
Building on this momentum, and celebrating International Podcast Week, JioSaavn has unveiled a slate of new podcasts that will be introduced to listeners during the week.
Holistic Lifestyle with Neha Ranglani is a mini wellness audio show of five-minute episodes that blends fitness with fun to let listeners lead a healthier and happier life – both physically and mentally.
Bas Yun Hi is a deep-dive into ever-growing human desires. Hosted by one of the JioSaavn Podcast Hunt Winners from earlier in the year, Priyam Gaur, Bas Yun Hi will launch on October 2nd.
Short Mein Samjha Na simplifies GenZ lingo to help the youth keep up with the fast-paced world in a fun format. The Culture and Arts show is hosted by the second winner of the JioSaavn Podcast Hunt – Aparna Upadhyay. The show launches on September 30th.
Gunaah: Apradh ki Sachhi Kahaniyan, launching 1st October is a thrilling, action-packed true-crime podcast replete with murder mysteries, serial killers, missing person cases, and more.
To commemorate International Podcast Week, JioSaavn will also host a 2-day digital event that will cover several aspects of podcast creation and consumption in the Indian context. Day 1, which is 29th September, will feature MasterClass: Podcast 101, an essential guide to creating great content for podcasts with a Q&A for aspiring podcasters. This will be followed by a panel discussion themed ‘An Experiment No Longer: Indian Podcasting Here To Stay’ with Mae Thomas, Founder of Maed in India and the podcast of the same name, Lakshya Datta, Founder & CEO of Launchora and host of Tumne Kisi Se Kabhi Pyaar Kiya Hai? & Umeed Factory and Indu Shekhar Sinha – Head Of Business Development, Asia Pacific, BBC World Service. The panel will be moderated by Aditya Kuber, Co-Founder – IdeaBrew Studios. The discussion will entail how the biggest names of the podcasting industry made it big, and what the future holds for Podcasting in the country.
The event will culminate with a fireside chat ‘Global Podcast Trends – Learnings from the Indian Market’ discovering how podcasters can augment their content to cater to the billion-strong consumer market for podcasts in India. Ishani Dasgupta, Lead of Podcast Partnerships at JioSaavn will speak with Joanna Aveillan, International Expansion Manager at Acast, an international podcast monetization and distribution platform.
With diversified new content and an in-depth overview of the Indian podcasting industry, the International Podcast Week will witness JioSaavn consolidating its leadership position in the vast and fast-growing digital audio streaming space in India.
