The Future is Podcasting & What That Means for The Kenyan Creative Industry

Podcasting has been around since the early 2000s. Still, it was not until the COVID-19 pandemic that the art form reached its global peak with everyone now knowing what a podcast is, having the ability to start one, and being aware of the different places you can listen or watch. When podcasting began, the art form was primarily in audio format. Today, however, most podcasts are audio-visual, with visual podcasts being the most popular.

The entry of Podcasting into the media industry has forced traditional media and digital media platforms to quickly figure out how to incorporate podcasts into their platforms to avoid being left behind or losing out on the huge audience of people that listen to podcasts. According to Dataglobehub.com, as of February 2025, an estimated 584.1 million people are expected to listen to podcasts globally.

A look at the current podcasting industry and landscape of podcasting in the United States provides some insight into possible future opportunities for Kenyan podcasters. This said, however, the Kenyan podcast industry has already made significant gains with several established podcasters, podcast distributors, and a growing audience that listens to and watches podcasts. Some notable examples are Anyiko Owoko, whose podcast, VIP Access, is not only available on podcasting platforms but also syndicated on traditional radio, creating a blueprint for future podcasts to transition into podcast radio. Another great example is the work done by creative entrepreneur Dan Aceda, who is the founder of Sema Box and Weza, which offer Kenyan podcasters the ability to create and monetize high-quality audio-visual podcasts.

If we are to take a look at what is happening in the United States, we can expect to see Kenyan podcasts becoming a part of traditional media. This means that on TV, we will begin to see more podcasts and fewer TV shows. TV and Radio are not dying any time soon; if anything, we can expect to see more TV and Radio stations going online or embracing digital content more. The future of Kenya’s podcasting industry is bright, but it is important to remember that just like any art form, it will take several years for the industry to reach its peak in Kenya and for an industry to be built. The dream for Radio 254 is to see more Kenyan podcasters be able to monetize their podcasts through advertising, similar to how IKO NINI, MIC CHEQUE PODCAST, and Lynn Ngugi have been able to. For this to happen, more Kenyans have to begin listening to podcasts, and that leaves us with the question of what value podcasts offer. Are people listening for entertainment or education? Research has shown that successful people have a niche that they focus on and offer value to their audience.