Podcast Revolution A Double-Edged Sword?

Ethiopia’s media landscape is undergoing a seismic shift with the rapid growth of podcasts. This new medium has empowered diverse voices, creating a platform for everything from business advice to entertainment. Podcasts are increasingly popular among the youth, with YouTube becoming the preferred platform.

While the democratization of media is a positive development, there are potential challenges. The overreliance on video formats, often driven by advertising revenue, limits the reach of podcasts. Moreover, the lack of diversity in formats and the potential for misinformation and disinformation also raise concerns.

Despite these issues, podcasts’ impact is undeniable. They are filling a void in the media landscape, providing accessible and engaging content. Fostering a balanced ecosystem that promotes creativity and responsibility as the industry matures is crucial. By addressing the challenges and capitalizing on the opportunities, Ethiopia can harness the full potential of podcasts to inform, entertain, and empower its citizens. EBR’s Brook Genene looks at the rise of podcasts in Ethiopia and assesses the advantages and impacts of this trend.

Recently, a growing list of podcasts has been produced in Ethiopia. Most of these podcasts are uploaded to YouTube. While podcasts were initially started as an audio format posted on platforms like Apple Podcast and Spotify, in many countries, video has become the preferred mode of transmission in recent years.

These podcasts cover a variety of topics. Business, lifestyle, sports, health, and politics are all addressed in depth. Many people, especially the youth, turn to social media for news and entertainment, which has led to the rise in podcast production. Almost every other day, a new podcast pops up. The engaging way the podcasts are presented attracts many people.

“Podcasts allow for niche content which is diverse,” states Henok Semaegziabher, a media development expert and the executive director of Mersa Media Institute, a media think tank. “You can find content on a particular topic.”

Henok states that podcasts are mostly posted on YouTube because they can earn ad revenue. “You have all sorts of advertisers on YouTube. Smaller companies like restaurants with low promotional budgets advertise there,” he told EBR. He also explains that video is generally more engaging than audio.

While encouraging the variety of voices available because of podcasts, Henok also calls for different formats other than interviews. “We are only seeing interview formats because they are easy to produce,” he states. He adds that interviews are accessible for YouTube advertisements, and most of the content is more extended. However, he underlines the importance of different formats like scripted analysis and explanations.

One popular podcast that uses an interview format is MERI Podcast. With close to 100,000 subscribers, MERI is an Ethiopian business podcast hosted by entrepreneurs Kenean Dukamo and Tigabu Haile. It features experienced business people and uncovers what made them successful.

Even though the young generation is the primary audience of podcasts, Tigabu states that other age groups also follow their content. “Over 45% of our audience is over the age of 35. We even have people over 65 years old consuming our content,” he told EBR.

The youth are also drawn to their content because the presentation is more relatable. “Unlike the mainstream media, podcasting is a permission-free and democratized arena. Only merit and relevance judge you, not your dress, talking style, or educational background,” he said.

Yosef Alayu, a media trainer and podcast producer, is happy with the rise of different podcasts. However, he sees the overreliance on video formats as a downside. “Some people aren’t aware of podcast platforms like Spotify and local ones like Teraki. There is a fear that there won’t be as many listeners there. The podcast producers want to make money, and that’s the reason why they post on YouTube,” he told EBR.

According to Tigabu, podcasts are getting massive traction in Ethiopia, filling a void that has never been addressed. “MERI is bringing business education to everyone for free, which no one had access to before. Some of those people might have been interviewed elsewhere, but their business brilliance has been unleashed in a way others can replicate,” he explained to EBR.

He testifies that starting a podcast has helped him in many ways. “I have learned a lot. It is quite a privilege to sit down with the most brilliant business people in Ethiopia,” he says. He has enjoyed chatting about running organizations that transform the economy and improve people’s lives daily.

Both hosts of the podcast are in the business world. Tigabu states that the podcast has helped them learn a lot about launching new products, managing talent and finance, and enduring hardship. “Success has many forms, and more importantly, on the importance of being a good person, might seem clichéd but very true,” he adds.

According to Tigabu, at its core, MERI is on a mission to build a strong, vibrant private sector in Ethiopia and beyond through storytelling and business education. “We aspire to be the leading source of knowledge, inspiration, and education for entrepreneurs and executives, helping them to achieve their goals and transform the economy. To that end, on top of the podcast, we have introduced a quarterly high-level business summit,” he said.

In addition to MERI, several popular podcasts address a variety of topics. Dejaf TV is an Ethiopian infotainment channel that aspires to entertain and enlighten. Awrachill is an Ethiopian entertaining podcast channel. Gugut is an entertainment/educational podcast focused on discussing different perspectives on philosophy and the day-to-day lives of everyday people. Bunna is another channel that blends personal development, mental health, entertainment, and coffee into one uplifting and inspiring experience. Gulicha is also an Ethiopian weekly podcast on dating, relationships, and marriage.

Despite the apparent benefits, the podcast boom also has a downside. There is divisive content and those that send negative messages. “Sensational content will have negative impacts. I advise podcast producers to be aware of the impact of their content,” stated Yosef. He explains that if it is not managed well, it might cause some problems. He shared that video content can transmit negative images.

“Podcasts are also disrupting the mainstream media,” Yosef stated. “Mainstream media can have their podcasts. They can adapt and reuse content.” He doesn’t think podcasts negatively affect mainstream media because the audiences are different.

Henok thinks podcasts are more relatable to a younger audience. “The language and the way interviews are on podcasts are done appeal to the youth.” However, he adds that it is difficult to say how legacy media is being affected by it.

The advent of podcasting has ushered in a new era of media democratization at a global scale. Once a niche medium, technological advancements have transformed it into a platform accessible to billions. This democratization has empowered diverse voices, challenged traditional media narratives, and facilitated a more inclusive media landscape.

According to Kavya E K, Assistant Professor of Multimedia at St. Mary’s College, Thrissur, India, the emergence of podcasting has significantly transformed the media landscape globally. This shift from traditional broadcast models to user-centric, on-demand content has propelled podcasts into a competitive position, eroding the audience share of conventional media outlets.

Podcasts offer a personalized and flexible consumption experience, enabling listeners and viewers to engage with content conveniently. Consequently, traditional media organizations are under pressure to adapt by incorporating podcasting into their offerings. Moreover, podcasts provide a platform for diverse content, including niche topics and underrepresented perspectives, which has expanded the overall media ecosystem.

The podcasting industry also disrupts the advertising landscape through targeted and intimate ad placements, often delivered by the host. This has attracted advertisers seeking more effective and measurable campaigns, further challenging the traditional media model. Increased operating costs and declining ad revenue have placed significant financial strain on conventional media outlets.

The on-the-go nature of podcast consumption aligns with contemporary lifestyles, allowing listeners to multitask while engaging with content. This advantage has contributed to the rapid growth of podcast popularity. To remain competitive and relevant in the ever-changing media landscape, traditional media companies are investing in digital platforms to distribute their content, acknowledging the shift in consumer behaviour.

Podcasting has democratized content creation, lowering barriers to entry for aspiring creators. This opportunity has led to many podcasts across various topics, including those hosted by celebrities, industry practitioners and academics. The potential for monetization beyond advertising has incentivized individuals to enter the podcasting space, further impacting the talent pool of traditional media organizations.

Podcasting has fundamentally altered the media landscape, challenging traditional business models and audience consumption habits. As this trend evolves, its impact on the industry will likely deepen, necessitating ongoing adaptation and innovation from established media organizations.

While podcasting and other content broadcasting platforms have democratized the media space and how audiences consume media, experts also warn that the platform has a double-edged sword. In some countries, it has amplified marginalized perspectives; it has also become a conduit for misinformation, hate speech, and incitement to violence. Developing countries, particularly those grappling with ethnic tensions and fragile peace, are particularly vulnerable to the negative impacts of unchecked podcasting.

The absence of robust regulatory frameworks and widespread media literacy has exacerbated these challenges. In regions like Ethiopia, the proliferation of divisive narratives on podcast platforms has contributed to social unrest and instability. This underscores the urgent need for a balanced approach that protects freedom of expression while ensuring responsible content creation and consumption.

A multifaceted strategy is essential to harnessing podcasting’s benefits while mitigating risks. This includes strengthening media literacy, investing in digital infrastructure, and developing effective regulatory frameworks. By striking this delicate balance, societies can leverage podcasting’s potential to foster informed citizenry, social cohesion, and sustainable development. EBR

12th Year • Aug 2024 • No. 132