The advancement in technology has resulted in the rapid growth of podcasting throughout the world, especially in places where there was little accessibility.
“Africa is one of the fastest-growing podcast markets globally,” said Founder of Africa Podcast Network, Jon Savage.
“We’ve caught up incredibly fast, thanks to on-demand media shifts, mobile advancements, and major investments from platforms like Spotify and Apple. Africa’s podcasting future is incredibly bright, and APN is at the forefront of this revolution.”
APN offers a suite of services to connect brands with diverse African audiences.
The organisation hosted a masterclass last week, which showcased why podcasting is the hustle of the future and why Africa is a key player in the global podcasting landscape.
In the session, Savage touched on things such as Return on Investment (ROI) which showed how podcasting delivers more measurable returns compared to social media.
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Preferred platforms in SA
Earlier this year through their YouGov tool, KLA revealed that the top five podcast apps used in South Africa are: YouTube at 65.83%, Spotify at 50.91%, Google Podcast at 16.27%, Deezer at 15.62%, and Amazon Music at 14.96%, with Apple Podcast ranking sixth at 12.91%.
Notably, podcasts are increasingly being recognised as a valuable source of news, with South Africans ranking podcasts ninth (27.19%) for using podcasts as a news source.
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A multi-platform approach to growth
According to APN, the platform takes podcasting beyond traditional audio, offering 360 Podcast Marketing Solutions tailored to amplify brand messaging.
Through immersive content integration, strategic sponsorships, and programmatic audio, APN ensures campaigns deliver measurable results.
Its Guaranteed Listen model guarantees precise targeting and unparalleled campaign effectiveness, making it a game-changer for advertisers.
“We’re seeing the highest conversion rates and attention metrics in advertising through podcasting,” said Savage.
“Podcasters deeply value their audience and only integrate ads that align with their natural tone and style, ensuring authenticity and engagement.”
APN provides dynamic ad inserts at scale, live reads, power spots, and brand integrations to ensure effective reach, engagement, and conversions for brands.
Through AMPD Studios, Africa’s largest empowerment hub, APN provides aspiring podcasters with free access to world-class studios and content creation tools.
A number of creators use these facilities monthly, growing their craft and transitioning into APN’s commercial network, using AMPD Studios in Joburg.
The platform ensures that podcasters retain ownership of their intellectual property, allowing them to build sustainable careers.
“We focus on monetisation and commercialisation, helping creators move from zero to revenue-generating enterprises,” explains Savage.
“As we grow, so do the opportunities for African creators and the industry as a whole.”
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