2019 was a monumental year for the podcast industry, a survey published by AMAEYA Media, UAE’s largest podcast network, has revealed.
“While a large volume of data and research is available primarily in the United States as well as other markets, there is a lack of data exploring listenership behaviour in the region and how our trends stack against global averages. In an effort to address this gap, AMAEYA Media carried out a consumer survey to help better quantify local podcast preferences. 502 valid responses were received for the survey, which ran during November 2019. The survey was open to the general public but targeted residents of the United Arab Emirates, who formed 90% of the respondents who completed the survey,” the ‘State of the Industry’ report said.
Three findings have emerged from the study for the regional industry in 2019:
- There’s a disconnect between local listeners and locally produced content
- Podcast discovery is still a major challenge
- Local listeners find podcasts a great way to make the most of their time
The report said that in order for local podcasters to grow their reach, there needs to be a stronger understanding of what listeners are looking for. There continues to be challenges regionally that need to be addressed to help create opportunities for the local ecosystem.
“Our survey results clearly reflect an appetite for more podcasts, specifically in the categories of entertainment, arts & culture and business & entrepreneurship. For local creators, there is still a lot of room for new content to be developed to fit the medium,” it added.
It went on to state that listeners most preferred entertainment (including comedy) which came out on top. “While some local podcasters seem aware of the popularity of these topics, there are few active shows that cater to this genre. The Hangout with Rushdie is popular within this category , while Rami Zeidan collaborated with celebrity host Big Hass to launch 7awwil about the history of hip-hop in both Arabic and English. Overall though, there seems to be a large gap in content produced within this genre regionally,” the study said.
Among non listeners, over 40% said they didn’t know what podcasts are, or how to listen. Within the same group, 61% said they could be persuaded to start listening if they had someone to guide them, or knew how to discover good shows. Regional events like the Middle East Podcast Forum, which completed its second edition in 2019, or the first ON.DXB festival which conducted a panel, Podcasts taking centre stage, have helped with awareness among non-listeners but we are far from mainstream adoption within the region just yet.
According to the report “we’re still in a very nascent stage of the medium’s own ecosystem, with significant growth expected among shows, listeners and rising collaborations across shows moving forward. And as brands continue to take notice globally, we expect they will look to work with various local shows as well.”