With the surge in internet accessibility, smartphone usage, and on-demand content, South Africans are embracing podcasts as a primary source of entertainment, education, and news.
The future of podcasting in South Africa is bright, with tremendous opportunities for brands, creators, and listeners alike.
Here’s a closer look at how this medium is shaping up in the country.
The podcasting landscape in South Africa has seen exponential growth in recent years.
According to recent data from Statista, the number of podcast listeners in South Africa is expected to jump from 3.2 million in 2023 to 4.8 million by 2027.
This represents a significant rise in the consumption of on-demand audio content, which is becoming an integral part of the digital media ecosystem.
A major factor contributing to this growth is the versatility and accessibility of podcasts.
Whether it’s during a daily commute, while exercising, or simply relaxing at home, podcasts offer South Africans a flexible way to consume content that aligns with their interests.
The most popular platforms for accessing podcasts in the country include YouTube, Spotify, Google Podcasts, Deezer, and Amazon Music, with Apple Podcasts also playing a key role.
The rise in podcast listenership presents a golden opportunity for brands to engage with their target audiences in a more personal and direct manner.
Podcasts offer an intimate setting where brands can connect with listeners through sponsorships, ads, or even by creating their own branded content.
This method of communication is particularly effective because it allows brands to align themselves with content that resonates deeply with their audience’s values and interests.
A case in point is the success of “Business Talk with Michael Avery,” South Africa’s leading business podcast.
Since its launch in November 2020, it has accumulated over 4.5 million views, attracting top business and financial decision-makers across the country.
This makes it an ideal platform for brands targeting high-profile professionals.
Another excellent example is “Podcast & Chill,” hosted by MacGyver Mukwevho (MacG).
This podcast has not only captivated a large audience but has also provided a platform for promoting products and services, including MacG’s own alcohol brand, Grandeur Gin.
The success of such ventures underscores the potential for brands to leverage podcasting as a powerful marketing tool.
Looking ahead, the South African podcast industry is set for continued growth, driven by an increasing number of creators and a growing appetite for diverse content.
Statista’s projections highlight that the sector will continue to expand, with more listeners tuning in and more content being produced.
For brands, this growth represents a unique opportunity to reach a highly engaged audience.
With the right strategies—whether through sponsorships, influencer marketing, or direct advertising—brands can effectively tap into the podcasting wave to achieve their marketing objectives.
Furthermore, the rise of podcasting is not just a trend but a shift in how South Africans consume media.
As more people turn to podcasts for news, entertainment, and education, the medium will likely become an even more vital part of the country’s digital media landscape.
Podcasting in South Africa is on an upward trajectory, offering vast opportunities for brands, creators, and listeners.
The medium’s growth is a testament to its ability to connect with audiences in an intimate and impactful way.
As we look to the future, the possibilities for podcasting in South Africa are limitless, with the potential to reshape the media and marketing landscape for years to come.
Manjoro, Rudo. “The Rise Of Podcasting In South Africa – A Growing Opportunity For Brands.” KLA, 20 March 2024.
“The Rise Of Podcasting In South Africa – A Growing Opportunity For Brands.” KLA, 9 April 2024.
“Huge Growth Projected For Podcasts In South Africa.” BusinessTech, 2 February 2024.
“The Rise Of Podcasting In SA: A Growing Opportunity For Brands.” Media 216, 9 April 2024.
Your voice is your brand. Your podcast should sound like it.
We help creators, coaches, and businesses make shows that stand out – for the right reasons.
Book a free consultation and let’s build something powerful.
In recent years, podcasting has emerged as a powerful platform for amplifying voices, particularly within feminist communities across the globe. Brazil, with its rich cultural diversity and complex social dynamics, has seen a significant rise in the number of women producing podcasts, contributing to critical conversations about gender, race, and human rights.
A cheeky takedown of YouTube’s algorithmic chokehold on podcasting—and a rallying cry for audio creators to resist, reinvent, and reclaim the medium.
After a spirited debate with my friend Thomas over coffee on his farm, I argued that even the most serious podcasts must be entertaining to truly connect with listeners.
In this article, I unpack what “entertainment” really means in podcasting — and why engagement is everything.
This article explores why narrowing your podcast focus to a specific niche can lead to stronger audience engagement, easier monetization, and long-term success. Based on insights from Become a Podmaster Season 3, Episode 2, it offers practical advice on how to find and thrive in your podcasting sweet spot.
The Power of the Niche
Baird Media is proud to announce the release of Season 3 of its flagship podcast, Become a Podmaster.
