Podcasting in South Africa
In South Africa, currently, the podcast industry has seen reasonable success over the past two years, more South Africans have been consuming podcasts at an exponential rate, with listenership numbers catching up with the rest of the word faster than anticipated. According to reports from PwC’s Media, South African podcast market is predicted to rise to up to 19 million monthly listeners by 2024, while the podcast advertising revenue segment is estimated to be worth R302 million by 2023, as digital media increasingly influences how the audience consumes content. Some of SA’s most popular podcasts include local and international productions such as Podcast and Chill with MacG, On Purpose with Jay Shetty, The Gareth Cliff Show, 5 True Crime South Africa, The Money Show and TED Talks Daily, with the most popular garnering a minimum of one million listens per episode. Podcasting, also known as on-demand radio, will one day become mainstream media, it remains undisputed that traditional media is undergoing a major shift, as brands look to innovation to engage customers and influence their behavior. According to the thoughts shared by Gareth Cliff, a co-founder of CliffCentral.com and while being a host of The Gareth Cliff Show, he told ITWeb that while the online radio station − which refers to itself as a “podcast pioneer” , has a significant live audience. However, the podcast and on-demand space is where the biggest listenership growth lies. It is worthy to note that the demand for and supply of quality podcasts and on-demand content is growing faster than any other medium in SA, partly due to the rise of cheaper and more accessible smartphones and the internet.
How do I start a podcast and make money in South Africa?
The following are four ways to make money through podcasts in South Africa:
- Podcast Promotions and Advertising.
- Affiliate Marketing.
- Sell your own products.
- Create podcasts for clients.
How much does it cost to start a podcast?
Depending, on if you already have a computer and you’re operating on a minimal budget, then you can record, edit, and launch a podcast for less than $200. However, if you want to use higher-end equipment, starting a podcast can cost a few thousand dollars.
Do South Africans listen to podcasts?
According to reports from the Infinite Dial 2022, 61% of the South African major metro population aged 15 and older had listened to online audio in the previous month, and 26% had listened to a podcast in the same period.
