There is an emerging pop culture craze that is slowly making the rounds.

And no it is not Netflix.

Although it is similar in its addictive, binge-inclined attraction and episodic style approach.

Podcasts have been around for a while but is only now being turned into a multi-million dollar enterprise.

Brands spent about $497 million dollars on podcast adverts in 2018 and the numbers are steadily growing. Music streaming platform Spotify has recently been on an acquisition streak, buying up audio-based, podcast platforms like Gimlet, Anchor and Parcast and are in negotiations to also buy up The Ringer.

Apple Music too has doubled down on the challenge with about 900,000 podcast shows currently on their platform.

But that is the story of another clime. Africa is yet to catch up on the space, straggling a few hundred yards behind the front runners. The most prominent podcasts creators are still employing rigid, news-based formats. Finding entertainment-based, pop culture podcasts is a chore.

That is surprising, due to the astronomical growth of our entertainment industry as it makes recognizable advances into the global entertainment scene.

So the world is listening to the pulse of Africa. Trying to hear what it has to say – analyzing its unique voice.

And yet not many podcast stakeholders are actually seeing the stats. The podcast space is gearing up to experience revolutions that will kick start a new trend in the entertainment and pop culture space.

Spotify has seen it, Apple isn’t far behind, Google has all the data to prove it and audio giant NPR is way ahead of them all.

In Nigeria there are fledgling attempts to play in the podcast space but most podcast creators due to the lack of proper audio equipment, churn out substandard audio recordings and in turn substandard podcast episodes.

The most successful Nigerian mainstream podcast show, up to date is the controversial LooseTalk podcast with over 700,000 downloads as at the 200th episode.

But in truth, not many companies are willing to churn out full frontal marketing investments to match the growing tribe of audio nerds.

Not in Africa at least.

The reason could be in the unpredictability of the listening audience and the lack of knowledge by many brands on how viral the podcast craze is.

Meanwhile as millions of ‘Podheads’ are tuning in all over the globe, PR and marketing moguls in Africa are tuning out.

Will the podcast craze be a thing in the near future or will it simply fizzle out and die? 

The coming months will tell.

This article was written by Henri ‘Yireconnect on Instagram with him here

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