The next time someone with a pair of plugs firmly lodged into their ears walks past, listen in. Instead of a familiar tune or beat spilling out, it could be a jumble of words, for if recent reports on listening habits are anything to go by, the influence and reach of podcasts is on the rise among the young. India is the world’s third-largest podcast-listening market (after China and the US), although it ranks lower on a per capita basis, according to PwC’s Global Media and Entertainment Outlook (2019-2023).
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First Published: Tue, November 19 2019. 23:18 IST