Key Challenges and Opportunities for Podcasters in the Digital Age: A Critical Review

Abstract

As of April 2023, more than 10, 00,000 Podcasts were streaming, and millions of people listened to them. The growth and popularity of podcasts has begun to grow tremendously in the digital age. In the last couple of years, the popularity of podcasts has magnified responses from all over the world. Many popular influencers and celebrities have started recording their own podcasts these days on various interesting topics. Many people are listening to podcasts, and it’s a significant opportunity for brands to consider podcasts in their digital marketing strategy. Now Podcasts is the business digital marketing strategy for market research companies. A Podcast can be a series of episodes, digitally programmed and formatted, focusing on a specific theme or topics like social, political, economic, cultural, religious, technology, start-ups, motivation, inspiration or anything else. Podcasts are generally free and are available on hosting platforms like Spotify, Buzzsprout, PodBean, Captivate, Transistor, Castos, SoundCloud, and many more. Podcasting was started in 2014 by Software Developer Dave Winer and MTV Video Jockey Adam Curry. The term Podcast was given by British technologist, strategic foresight consultant, broadcaster Ben Hammersley. The podcast journey began in 2004 and gained popularity in 2013 when Apple Inc. announced they hit 1 billion subscribers. This review paper highlights the key challenges and opportunities for podcasters in the digital age and also studies how podcasts play a crucial role in digital marketing strategy.