`Monetisation of podcast is still a huge challenge’

While podcasting is witnessing a 57 per cent growth rate according to a report by PwC, monetisation is still a huge challenge.

Advertisers are still awaiting wider reach before they start considering it as a potential platform for brands.

Though advertising agencies across the board acknowledge the newfound attention that podcasting has attracted, they plan to wait a little longer before they take the plunge. “Podcasting is an interesting space and we are already warming up to the idea of doing nichè branded content as experimentation. But for it to become our top priority, we need to see more numbers on the platforms. Now with Bollywood entering the space, I am sure big wider reach awaits.”, said Naila Patel, Executive Creative Director of Mirum India.