Opening up new opportunities for visibility and audience development, approved podcasters can now directly list audio shows to the JioSaavn platform, gaining access to more than 100 million engaged users
In an endeavor to enable creators and to cater to Indians’ growing appetite for podcast content, JioSaavn, the world’s largest audio entertainment streaming service for South Asian music, content, and artists, has launched a new service today – JioSaavn YourCast. The latest offering allows podcasters to upload their shows onto the platform, with the potential to reach JioSaavn’s base of more than 100 million engaged users across the globe.
JioSaavn YourCast helps create an integrated, end-to-end support ecosystem that empowers independent podcasters with tools to get their stories listened to. The new platform also streamlines the content curation process for podcasters, as they can now simply submit basic details and links to their RSS feeds through an online portal. These details will be verified by JioSaavn’s in-house content team for authenticity and quality, after which approved shows will go live there after.
JioSaavn YourCast empowers users on the streaming service to express their own creative sides by leveraging podcasts, therefore expanding the diversity and depth of audio entertainment available in India. As a podcasting pioneer in the country setting up a home for creators in audio as early 2016, the platform has launched several Original Podcasts while steadily building out the catalogue with partner content. This includes category-defining shows such as #NoFilterNeha, Kahaani Express, Take 2 with Anupama and Rajeev, Bhai ke Raapchik Reviews, Mind Voice with RJ Balaji and its ongoing original music podcast series, Talking Music.
Speaking on the launch, Ishani Dasgupta - Lead, Podcast Partnerships at JioSaavn said, “At JioSaavn, our mission is not only to make podcasting a daily habit among more people by delivering the most diverse entertainment options to our vast and growing user base, but also to help content creators and Podcasters maximise their reach, visibility, and engagement of their podcasts. The launch of JioSaavn YourCast fulfills both these objectives. Through this unique offering, Creators will now be able to make their content available to a large and diverse audience base through the click of a button, Platform users will have a large array of culturally relevant podcasts spanning topics & genres that cater to every interest.”
The development further emphasizes JioSaavn’s strong focus on the growing podcast market in the country. A recent PwC report has pegged India as the third-largest market for portable on-demand audio experiences and estimates that it will be home to more than 17.6 crore podcast listeners by 2023.
As per the streaming trends on the JioSaavn platform, categories such as Music, Film & TV, Stories & Culture, Crime, Chat Shows, Sports & Recreation, and News & Politics are popular with India’s millennial and Gen Z population, which is quickly becoming the largest consumer group. While the audience for podcasts is the highest in metros such as Mumbai, Delhi, and Pune, a significant number of listeners also hail from tier-2 cities such as Patna, Lucknow, and Bhopal.
JioSaavn continues to drive its ‘Podcast for Everyone' consumer campaign on social media and in-app. The campaign highlights the depth of inclusive audio content spanning interests and language preferences, offering a relevant podcast for everyone on the platform. In step with its innovative and strategic roots, JioSaavn is taking a big step to weave together a largely fragmented space and corner a major share of this emerging, high-potential market segment.
Since 2016, the platform has registered a 10x increase in its podcasting catalogue and created over 200 hours of original content across a variety of culturally-relevant categories – numbers that can be expected to grow even further with the launch of JioSaavn YourCast.