Across Africa, podcasts and on-demand audio are rapidly gaining traction as powerful tools for storytelling, cultural exchange, and community engagement. Yet, despite this growth, many creators and platforms still face major challenges in monetising their content, exposing a gap that could hinder the sector’s long-term sustainability.
As mobile-first listening expands across the continent, a pressing question emerges: How can Africa develop scalable and sustainable business models for podcasts and on-demand audio?
Podcasting in Africa has grown significantly, with content creators emerging from across the continent and producing diverse, locally relevant content. Rising smartphone use and access to affordable recording tools have lowered the barriers to entry. However, monetisation remains a challenge.
Traditional revenue models—like advertising and sponsorship—are underutilised due to poor audience analytics, weak measurement tools, and low digital ad spending. Payment infrastructure and affordability issues further limit revenue opportunities from subscriptions and listener donations.
Industry experts emphasise and recommend multifaceted strategies, including programmatic advertising, branded partnerships, and platform collaborations. Enhanced data analytics and enabling policy frameworks will drive sustainable revenue for audio creators.
Benjamin Pius, CEO of Broadcast Media Africa (BMA), commented:
“Podcasting and on-demand audio are Africa’s next frontier for content engagement—full of promise but still economically underdeveloped. We must address the monetisation and infrastructure gaps that hold creators back to unlock their full potential. “This calls for a coordinated effort involving content, technology, regulation, and investment.”
These pressing issues will be at the heart of the upcoming Radio Broadcasting Convention – Africa 2025, which will take place from June 24 to 25, 2025, in Johannesburg, South Africa, and will be hosted by the South Africa Broadcasting Corporation (SABC).
To learn more about this event, here
