Türkiye’s Podcast ecosystem: Institutionalization, growth in 2024

Podcasts have become one of the fastest-growing forms of digital media worldwide, and Türkiye is no exception to this trend. As the podcast ecosystem continues to evolve, it has quickly established itself as a significant force in the media landscape.

With a rapidly expanding listener base, a surge in production companies, and an increasing number of advertising investments, Türkiye’s podcast scene is gaining international recognition.

This growth reflects a broader shift in how people consume content, with podcasts offering unique opportunities for both listeners and brands. From educational platforms to marketing tools, podcasts are shaping the future of digital media in Türkiye.

Podeus Podcast Agency founder, media entrepreneur, and scholar Rifat Ozcan shared insights in an exclusive interview with Türkiye Today.

The latest report from Deloitte, titled “Estimated Media and Advertising Investments in Türkiye for the First Half of 2024,” revealed that total advertising spending in Türkiye exceeded ₺110 billion ($3.18 billion) in the first half of 2024.

Digital audio advertising, including podcasts, saw rapid growth, reaching a volume of ₺1.14 billion ($33.1 million), marking an impressive 175% increase. Podcasts, especially popular among younger audiences, were a significant driver of this growth.

Podcast ecosystem in Türkiye gets institutionalized

The first podcast recording took place in the early 2000s in a hotel room. Since that moment, podcasting has continued to grow. Gaining even more prominence after iTunes integration, podcasting was named Word of the Year in 2005.

While it did not make a massive global boom as expected, podcasting has persisted and steadily grown, becoming an integral part of the media world.

After the release of the Serial podcast in 2014, podcasting gained momentum and commercialized further. The pandemic reignited interest in podcasts, with Türkiye emerging as one of the standout countries during this time.

Since their rise before and during the pandemic, podcasts in Türkiye have evolved into a significant media form, establishing their ecosystem and institutions.

Türkiye’s podcast industry: Key players, growth

In the past four years, Türkiye has produced its podcast actors and established institutional structures. While there’s still much ground to cover, it is clear that the podcast ecosystem in Türkiye has become institutionalized.

Podcast networks and production companies, such as Medyapod, Podcaster App, Podcast BPT, Bubble Works Media, and Podfresh, continue to thrive. Podkids, a children’s podcast network, is also actively operating in Türkiye.

Agencies like Podeus and Podfresh have carved out their niche as podcast agencies, working across networks and agencies to continue producing content.

Several new podcast applications have emerged in Türkiye, including Law Podcast, the country’s first global podcast app, Podcaster App, Podcast Dinle and Poddy.

Educational programs in podcasting have become an essential focus, with institutions like TGS Academy, Podcaster App, Podeus and Podfresh offering specialized training.

News Lab Turkey, focused on podcast content creators, has conducted incubation programs to provide long-term support to potential podcasters.

Data, research: Strengthening podcast ecosystem

The importance of data in the podcasting industry cannot be overstated. Numerous studies have been conducted to better understand the ecosystem. Examples include Podbee Media’s podcast research in collaboration with Ipsos Turkey, Podfresh’s partnership with Kimola, and the “From Producer to Listener” research by Podcaster App and News Lab Turkey. Furthermore, Karnaval Radio has published the “Voice Map of Türkiye” research.

In academia, podcasts have become the subject of numerous master’s theses and some doctoral dissertations, with upcoming research focusing on the political economy of podcasts, supported by the Scientific and Technological Research Council of Türkiye (TUBITAK) at Istanbul University.

Growing influence of podcasts in advertising, marketing

Rifat Ozcan emphasized podcasts are increasingly becoming an integral part of the advertising landscape. Brands are leveraging podcasts for reputation management, content marketing, and reaching internet users who use ad blockers.

Ozcan highlighted that podcasts could be evaluated cross-platform in both audio and visual ecosystems, making them even more powerful.

In 2024, Ozcan believes podcasts will be an essential tool for brands, offering a platform to produce content or advertise within existing podcasts. This growth represents a significant shift in how brands engage with consumers.

Future of podcasts in Türkiye, global market

Globally, there are around 500 million podcast listeners, a number that is expected to rise to 800 million by 2025. The most produced podcast languages are English, Spanish and Portuguese, with Turkish ranking as the 15th most-produced language. Ozcan pointed out that over 95% of podcasts in Spanish and Portuguese are created outside Spain and Portugal, highlighting significant growth in Latin America.

The podcast audience in Türkiye, like the global trend, is largely composed of younger listeners, with over 50% under the age of 25. Ozcan noted podcasts are becoming a vital digital consumption platform for Generation Z in Türkiye, offering a flexible medium that can be consumed anytime and anywhere.

Podcasts offer unmatched convenience for listeners

Ozcan explained podcasts allow listeners to consume content during other tasks, making them an ideal medium for people looking to optimize their time. This feature has made podcasts an attractive option in an increasingly screen-saturated world.

Ozcan likened podcasts to a “voice Wikipedia” because of their free, easily accessible nature and ability to be downloaded and listened to offline.

Digital media revolution: Türkiye’s role in global podcast boom

Türkiye is continuing to carve out its space in the rapidly expanding global podcast industry. With podcasts now institutionalized and thriving, the country is well-positioned to benefit from future investments and innovations in the space.

As platforms like YouTube continue to embrace podcasting, its integration into mainstream media and its potential for brand engagement are growing. Ozcan’s insights underscore the podcast industry’s importance as a critical part of digital media’s future in Türkiye and worldwide.