Podcasting seen as ‘key tool’ for media’s future, says ABU official
Podcasting is fast becoming a “key tool” in the global media industry, Andrew Davies, head of radio at the Asia-Pacific Broadcasting Union (ABU), told a professional gathering on Tuesday.
Speaking at the 4th International Radio Programs Festival known as “Pazhvak” in Tehran, Davies highlighted podcasting’s growing reach, noting that more than 450 million people worldwide now tune in.
Citing global trends, he said 47% of individuals aged 12 and older listen to at least one podcast a month.
“Indonesia is one of the leading countries in this filed,” Davies remarked, underlining Southeast Asia’s rapid digital media expansion.
Davies also pointed to the economic momentum behind the format. “Global podcast ad spending is expected to hit $4 billion by 2024,” he said. He flagged the rise of video podcasts, stating that 30% of US podcast listeners now watch them as well.
Drawing a line between traditional radio and on-demand audio, Davies explained that podcasts require the listener to make a deliberate choice. “Radio is bound by schedule,” he said, “while podcasts are free from fixed timing and offer archival access.”
He emphasized the versatility of podcasting technology, stressing that it’s not limited to a single platform. “It appears across Spotify, Apple Podcasts, YouTube and beyond,” he said.
Davies distinguished podcasts from audiobooks, saying that while both are on-demand formats, podcasts focus on interviews, storytelling, and informal conversations. “Audiobooks are often adapted from published works, whereas podcasts are episodic and more regularly produced,” he noted.
He listed learning, entertainment, and up-to-date information as major draws for podcast listeners. Radio, in contrast, still offers a sense of companionship and a way to “pass the time.”
Artificial intelligence and personalized technology, Davies added, are poised to shape a “new future” for the medium.
The professional forum was held online as part of the international section of the Pazhvak festival, in Tehran.
The festival, which opened on May 5, also honored winners in categories such as digital platforms, on-air programs, and media professions, according to the official IRIB news agency.
The closing ceremony is scheduled for May 12.
Ali Bakhshizadeh, deputy head of Iran’s state radio, praised the event for fostering creativity and announced structural changes for future editions. “We won’t produce content just for the festival anymore. We’ll draw from our main broadcast schedule,” he said.
Festival secretary Hamidreza Eftekhari said 1,250 submissions were received this year, with 701 entries in the documentary category alone.
He noted a “significant leap” in radio quality and paid tribute to colleagues lost over the past year.