How Podcasts Are Redefining Storytelling in Africa

Storytelling has always been at the heart of African culture from the tales of village griots to oral traditions passed down across generations. Today, a new medium is reviving this heritage: podcasts. They are not only redefining how stories are told but also making African voices more accessible to global audiences.

Podcasts have become a powerful tool for education, entertainment, and advocacy. With smartphones and digital platforms spreading rapidly across the continent, African creators are utilizing podcasts to share diverse perspectives, blending traditional narratives with modern ones in ways that resonate both locally and globally.

The Digital Revival of Oral Tradition

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Podcasts echo Africa’s oral storytelling roots. Much like the village storyteller who gathered people under the moonlight, podcast hosts now gather thousands of listeners through platforms like Spotify, Apple Podcasts, and Google Podcasts. This continuity of voice-based storytelling keeps traditions alive while embracing new technologies.

The Rise of Podcast Culture in Africa

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According to a report by technext24.com, Nigeria ranked among the top nations for podcast listening, with 50% of its online population engaging with podcasts every month. South Africa and Kenya also exhibit steady growth, driven by urban youth seeking relatable, on-demand content.

Platforms Empowering African Voices

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Platforms like Afripods, Jamit, and PodSaveAfrica have created spaces for African stories, encompassing a range of topics from politics and business to comedy and lifestyle. These platforms specifically cater to local realities, ensuring that African podcasters can publish content without being overwhelmed by global competition.

Case Studies: African Voices Making Waves

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• I Said What I Said (Nigeria): Hosted by FK Abudu and Jola Ayeye, this hit podcast explores Nigerian youth culture, feminism, relationships, and social issues, building one of the most loyal audiences in West Africa.
• The Spread (Kenya): Created by Kaz Lucas, this podcast explores topics related to sexual health, gender equality, and body positivity, which are often overlooked in traditional media.
• True Crime South Africa: One of South Africa’s most popular podcasts, hosted by Nicole Engelbrecht, retells true crime cases with in-depth research, proving that African audiences are also hungry for niche genres.
• Unfiltered (Ghana): Hosted by Kofi Dadzie, this podcast focuses on entrepreneurship and innovation, amplifying stories of young African leaders.

Podcasting and Social Change

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Many African podcasters use their platforms for advocacy. For instance, Kenya’s “The Spread” addresses sexual health and gender issues, while Nigeria’s “I Said What I Said” explores youth culture, feminism, and everyday struggles. These podcasts go beyond entertainment, sparking conversations that mainstream media often avoids.

The Business of Podcasts

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Podcasting is also opening new economic doors. A 2023 PwC report projected that Nigeria is one of the fastest-growing E&M markets globally, with an 8.6% CAGR. The fastest-growing E&M segments in Nigeria through 2028 include internet advertising, video games and esports, OTT and music, radio, and podcasts. Internet advertising revenue is expected to more than double between 2023 and 2028. Nigeria’s media and entertainment industry is expected to reach $14.8 billion in revenue by 2025, with digital audio playing a growing role.

The Future of African Podcasting

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The future looks bright. As internet penetration deepens and digital literacy improves, podcasts will become even more influential. They have the potential to amplify African culture, serve as educational tools, and create global stars out of local voices.

Podcasts are not just reshaping storytelling in Africa; they are extending the continent’s oldest tradition into the digital age. By blending oral history with modern technology, African podcasters are creating a new wave of cultural influence that connects local communities and resonates worldwide.

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