Podcasts On The Regional Rise: UAE Survey Reveals A Third Of Listeners Tune Into Podcasts Once A Day

Podcasts in the UAE have been on the rise for the past few years, but now more than ever listeners are tuning into a wealth of podcasts for their news, entertainment and education needs. Research by markettiers in 2019 showed that 16% of those asked would tune into a podcast at least weekly. Now just two years on, the listenership in the region has grown rapidly. The latest research reveals that podcasts are becoming a part of listeners daily routine with over a third (37%) of the UAE audience tuning in to a podcast at least once a day, if not more than once. What's more, 31% listen to podcasts at least once a week. As more people in the region download and subscribe to this form of audio content, the latest survey of over 1,000 adults in the UAE by markettiers MENA reveals the top podcast preferences based on the latest research.

The category is...

There really is a podcast for everyone, with varying topics of conversation. But when asked what genre of podcasts is most preferred by the listeners in the region, it was found the top five podcast genres in the UAE are music (57%), comedy (40%), technology (33%), sports (28%) and news and politics (27%).

Content is king

Almost half of those asked believe that a balance of facts and humour makes for a good podcast, showing the importance of presenting factual content in an entertaining and engaging way. It's also important to consider the credibility and reliability of the information being shared, with 37% enjoying a podcast most when they feel that the topics being discussed have been thoroughly researched. Although entertainment is a big listening factor, it's also about education. 45% of those surveyed believe a good podcast is one which teaches the listener something new.

Who's who

But, it's not just all about knowing your stuff, it's also about delivering this through the right medium. When asked, 28% of podcast listeners believe a likeable and relatable host contributes to their listening experience, so finding an engaging host is a must.

Be part of the conversation

Fuelled by the pandemic, listener habits have changed and the medium is on the rise. 59% of respondents revealed they now tune into podcasts more this year when compared to the same time last year. This highlights a need for creators to keep listeners updated with content now more than ever.

What better time for brands to wake up to the potential of podcasts than when they have a captive audience on a daily basis tuning into audio content.

Cheryl King, Managing Director at markettiers MENA, commented: "It's time for brands to capitalise on this growing trend which will continue to gain popularity. Podcasts are here to stay and are a proven method to communicate with a targeted audience. Brands who see podcasts in its entirety and think about the whole strategy, from planning and creation to distribution and promotion, are the ones who are now reaping the rewards of a growing listenership who are consuming potentially hours of their curated content. 2021 is the year to jump on the podcast wagon!"