Mic check, market shift: why podcasting isn't just a trend

Campaign ME

2 days ago

Podcasting has become the new media darling. What started in bedrooms and basements is now reshaping boardrooms and broadcast strategy.
What started as a fringe audio format exploded into a full-fledged industry post-2014, with shows like Serial putting the genre on the map and platforms like Spotify and Apple Podcasts turning creators into household names.
Then came COVID-19, the great accelerator of everything digital. People were stuck at home, desperate for connection, education, and distraction – and podcasting delivered all three in stereo.
In the Gulf, podcasting took a little longer to catch fire, but once it did, it roared. Arabic-language podcasts began carving a niche that spoke directly to a digitally savvy, culturally rooted audience. And it's only getting louder.
The power of podcasts in the Arab World
According to data from the Reuters Institute and Statista, Saudi Arabia has the highest podcast listenership per capita in the world, outpacing even the U.S. and the UK. With a young, mobile-first population and aggressive investment in digital media, Saudi has created a perfect storm for podcast growth. The Mo Show, hosted by Mo Islam, stands out as a local success story – featuring high-profile guests, compelling narratives, and a unique Saudi perspective.
Lebanon isn't far behind. Sarde After Dinner is one of the most celebrated Lebanese podcasts – smart, bold, and irreverent, it's built a loyal following across the Arab world by offering deep dives into culture, politics, and identity, often over a glass of wine.
In Egypt, shows like Podcast Masr are tapping into a rich vein of content around entrepreneurship, lifestyle, and personal development, reflecting a massive appetite for accessible, on-demand audio content.
The UAE is also making waves. Abtalks, hosted by Anas Bukhash, is a UAE-based podcast that blends emotional storytelling with high-profile interviews – one of the most-viewed and discussed shows in the region, thanks to its raw and human approach to dialogue.
The platforms are paying attention
Apple has doubled down on podcasting, launching premium subscriptions and editorially curating regional picks. Last month hosted a session with podcast creators in Apple Stores, Dubai Mall.
Spotify continues to expand its Arabic podcast catalogue, with exclusive deals and algorithmic support.
Anghami, the MENA region's homegrown streaming giant, recently updated its podcast within its playlists, positioning itself as a serious player in podcasting.
So, why does podcasting matter?
Because in an age of 6-second attention spans, a 45-minute podcast means someone chose to stay with you.
That's gold. Podcasts are intimate, sticky, and powerful. You're not just scrolling past a brand – you're inviting it into your morning run, your school pickup line, your kitchen.
For brands, the opportunity is criminally underrated:
Embedded ads feel native: They sound like recommendations from a friend—not a pushy banner ad.
They sound like recommendations from a friend—not a pushy banner ad. Niche audience targeting is not only possible; it's expected. You can speak directly to startup founders, single moms, real estate investors, or teenage gamers.
is not only possible; it's expected. You can speak directly to startup founders, single moms, real estate investors, or teenage gamers. Direct response marketing? Yes, it works. Listeners are more likely to act on podcast ads than almost any other format.
According to Edison Research, 64 per cent of podcast listeners say they've bought something they heard about on a podcast.
Podcasting isn't just reshaping media – it's shifting influence
What's next? The rise of podcast communities. PodClub by Poddster is one to watch – it's already pulled together over 600 members, offering real-time feedback loops, networking, and content co-creation.
Even globally, figures like Andrew Huberman, Joe Rogan, and Brené Brown have transcended the 'podcaster' label. They're modern-day media empires with more influence than traditional broadcasters in some circles. The mic is no longer secondary to the camera. It might just be the smarter choice.
If you're a brand still on the fence, ask yourself this: when was the last time your audience spent 40 uninterrupted minutes with you?
Podcasting isn't a trend. It's a storytelling renaissance – and you've still got time to grab a mic.
By Rasha Hamzeh, Executive Producer, Luca's Insight Track and Podcast Consultant & Media Strategist.