Kapanlagi.com - Podcasts were first recognized in Indonesia around 2016 to 2017, when several creators began producing independent audio content and uploading it to platforms like SoundCloud and Anchor.
In this early period, podcasts were not very popular among the Indonesian public and were only known within limited communities, particularly those active in communication, broadcasting, and technology.
One of the early figures known as a pioneer of podcasts in Indonesia is Adriano Qalbi, a stand-up comedian and former radio broadcaster, through his podcast titled "Podcast Awal Minggu".
Over time, the podcast format, which offers audio content without visuals, has started to attract attention because it can be enjoyed while doing other activities such as driving, working, or exercising. This has become the main advantage of podcasts compared to videos or written articles.
In 2019, podcast penetration expanded further after Spotify—one of the largest music streaming platforms in the world—added a dedicated podcast feature in its application. This move made it easier for users to find and listen to their favorite podcasts more conveniently.
Illustration of listening to music © Shutterstock.com
The emergence of Spotify as a new home for podcasts has also encouraged the growth of various local content. Podcasts like Podkesmas (Public Health Podcast) led by former radio broadcasters, namely Imam Darto, Surya Insomnia, Angga Nggok, and Ananda Omesh, have become popular due to their light, humorous format that is relevant to everyday life. This podcast also marks a shift in trend from independent podcasts to professional productions with studios, editors, and dedicated management.
In addition to Spotify, local platforms like Noice have also started to emerge to accommodate and develop local audio content. Founded in 2018 by Mahaka Radio Digital, Noice focuses on the development of Indonesian-language podcasts and audio series.
Illustration of listening to music © Shutterstock.com
They even partnered with big names like Deddy Corbuzier and Rintik Sedu to create exclusive content. In 2022, Noice recorded having more than 2.5 million active users and over 100 exclusive podcast titles covering genres from entertainment, horror, mental health, to religion.
The popularity of podcasts in Indonesia is also influenced by the participation of public figures and celebrities who have ventured into this world. In addition to Deddy Corbuzier with the podcast #CloseTheDoor, there is also Risa Saraswati with Jurnalrisa, which contains horror stories based on her personal supernatural experiences.
Illustration of listening to music © Shutterstock.com
In its development, podcasts in Indonesia have undergone a transformation from free content to a promising business. Some podcasts are now under exclusive contracts with platforms like Spotify and Noice, making them accessible only to subscribers or users of specific applications. This model has made podcasts one of the profitable sectors in the creative industry, both for creators and platforms.
Another transformation that has occurred is in terms of production. Podcasts that were previously recorded using simple equipment and edited independently are now often produced professionally in studios with complete production teams.
Some have even evolved into companies like Podkesmas Asia Network, which oversees several other podcast programs and expands its business into merchandise and live shows.
In addition, podcasts in Indonesia are starting to evolve into video formats. Many creators now not only upload their audio versions to Spotify or Noice but also create video versions to be uploaded to YouTube.
This strategy has proven effective in reaching a wider audience and increasing revenue potential through video ads. This format is referred to as "vodcast" or video podcast, which has now become a new trend in the industry.
According to reports from DailySocial.id and Katadata Insight Center, the growth of podcast consumption in Indonesia rose significantly during the COVID-19 pandemic, when people spent more time at home.
At that time, topics such as mental health, entertainment, and horror became the most listened to. Data from Spotify also shows that Indonesia is one of the fastest-growing podcast markets in Southeast Asia.
Now, podcasts have become an important part of the digital media landscape in Indonesia. From initially being just casual content and personal hobbies, podcasts have evolved into a serious and professional alternative media.
With the continuous development of technology, increasing public interest, and support from various platforms, podcasts are expected to continue to grow as one of the most relevant forms of media in the current digital era.
(kpl/tdr)
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