MAM
GUEST ARTICLE: How is the growth of podcasts changing the media landscape and consumption?
Mumbai: Amidst a video-obsessed world where ‘shorter is nicer,’ a quiet revolution has been brewing—of audio content that is immersive, habit-forming, and poised for greater growth.
Long stories are here to stay
The pandemic changed a lot in terms of our consumption habits. This also extended to our content preferences. With theatres shut, shopping going online, and content being on tap-OTT took over. And this has extended to audio content as well.
What’s changed?
Over the last two years, consuming entertainment and information through audio has become a viable option. What has been driving this growth?
“Better content” is the simple, most important factor. Equally important is the availability of local content, which has attracted more listeners. But what is the impact of this growth on the media landscape and how content is being consumed?
Before we answer this, it’s important to understand who’s listening to this content. A large chunk of podcast content is being heard by a younger audience—typically 18–30 years old. This audience is based in urban and semi-urban areas. The content they truly love to listen to includes self-help, motivational, fiction (crime and love do well together!) and a whole lot of content created by the people they like, look up to, or want to know more about—in short, influencers.
The impact
For most digital content, we are now attuned to thinking that ‘shorter is better’. Thanks to TikTok and other short-form video content platforms, short content rules the roost. But in podcasts, length is not a deterrent. A typical interview-format podcast can range from 20 minutes to 5 hours! Yes, five hours! And it has a large audience too.
Why are so many youngsters listening to long-form podcasts? A quick survey revealed that this mode allows them to go into depth about the topics they really care about. Plus, the fact that it is coming from a place of credibility and a source they trust makes it more compelling.
Another major reason for the increase is the ability to consume podcasts and audio content passively. Press play, stow away the mobile, and you’re good for a while. For price-sensitive consumers, data consumption is also less than video.
Should we all talk for hours?
Of course not! Especially if you aren’t an authority on your subject of choice! Long form audio will do well for knowledge-based content—whether it is a monologue or a dialogue. For fiction podcasts, keeping it short (in the podcast context) to about 20–30 minutes per episode is a sweet spot. Let the listener pace their listening… like with a good TV series, develop the story and put in hooks to keep the listener coming back for more.
This also begs the question of whether there is any place for short-form content (like with video) in the audio space. The answer is a resounding yes! But choose topics carefully. We are still in the early stages of discovering what works and what doesn’t. So expect a lot more experimentation in formats, lengths, genres, and topics.
In the last few years, a lot of news outlets have also taken to podcasts actively. The ease of reaching a large audience (about 95 million) that is engaged is a strong pull. The audio-led feature story will soon start to be an important part of content strategies. Whereas creating video documentaries can be cumbersome, expensive and time-limiting, audio will be able to offer a strong alternative.
And the money?
The short answer is that there is money for creators. Over the next few months, audio-first influencers will emerge. As the audience grows, brands have started exploring the medium.
Many have already made investments and had their first taste of the medium. Branded content, brand integrations, pureplay sponsorships, and advertising have all started the cycle of monetisation for creators and publishers.
To sum up, the biggest change that podcasts are bringing to the media landscape and how we consume content is they are putting the limelight back on in-depth storytelling and immersive experiences for audiences.
The author is Ideabrew Studios co-founder & CEO Aditya Kuber.
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
