By Koketso Mamabolo
There are literally millions of podcasts available for listeners to enjoy and while the growth of the last five years has slowed, projections by PwC show that in the next three years, the total revenue from the music, radio and podcasts segments of the entertainment and media industry in Africa is set to be on par with the newspaper, consumer magazines and books segment. With almost a third of the South African population spending at least one to five hours per week listening to podcasts, it’s not hard to see why.
According to the Podcast Index, at the time of writing, there were 4 544 437 registered podcasts. As of April 2025, Apple Podcasts had over 100 million episodes published on its platform, more than double what it had in 2021 and five times more the figure in 2018. YouTube reported earlier this year that it had reached 1 billion monthly viewers for worldwide podcast content.
While the pandemic explains the increases between 2020 and 2022, the current upward trajectory suggests that being forced to stay indoors is not the only reason so many people are listening to shows like the Diary of a CEO with Steven Bartlett.
What are people getting from listening to podcasts?
The average podcast listener in South Africa is between the ages of 18 and 34 (61% of listeners), employed full-time (70% of listeners) and consumes their podcasts on YouTube and Spotify, according to KLA. This tells us three things. Firstly, podcast listeners find time to listen, between work (sometimes at work) and other commitments. Secondly, they listen as much as they watch – YouTube offers the opportunity to see as much as you hear, unlike the more ‘traditional’ radio model. Lastly, podcast listeners have purchasing power.
The most obvious reason why these regular listeners keep coming back for more is how easy podcasts are to consume. An audio-only format allows people to do other things while listening to a podcast, as they would with traditional radio. For professionals who spend most of their time at work, or commuting to and from work, the podcast format affords them a level of flexibility not available with videos or books. You can listen in the car, on a bus, while you exercise or do household chores.
A second reason, which ties into the first, is that podcasts are another way to share and consume information. The ease with which a podcast can be put together opens up the opportunity to spread ideas and start conversations. They can be focused on a particular subject, or cater to a specific demographic, or can feature a wide range of topics and guests in various fields.
For example, the Diary of a CEO and the Business Unusual Podcasts tap into the expertise and experience of thought leaders from a wide range of sectors. With the intention of learning and teaching the audience something, a podcast host is able to draw from a variety of people to discuss trends, and offer advice to others. Roughly a third of listeners use podcasts as a way to stay up-to-date with news and get in-depth analysis that can complement reading.
And by appearing on a podcast, guests are able to share themselves and their ideas to a wider, more engaged audience. They can do this on a platform that, like radio or a dinner table, accommodates organic conversations, which ultimately feels less impenetrable and more human. Interestingly, podcasts in audio form can also be a great way to reduce screen time on commutes and like radio offers the opportunity for being entertained while not having to stop what you’re doing.
In summary, podcasts are a different way to learn and to stay current, easily integrated into day-to-day activities. The options are seemingly endless.
From the woman who walked away from a $30-million startup to leading bankers, towering entrepreneurs and a man who was involved in developing over 3000 products, the Business Unusual Podcast is where leaders come to learn and share their experiences, insights and stories. Join the conversation on YouTube, Spotify and Apple Podcasts.
