The podcast revolution in Botswana - Part 1
Kabo Ramasia | Monday June 23, 2025 06:00
This has resulted in a spike in podcasts as seen today. But to allay fears, it must be noted that this is not entirely a bad thing. The adoption of digital technologies globally has, to a greater degree, seen a growth in the consumption of digital content, hence the revolution. However, for countries like Botswana, it took a bit of time before the first podcast arrived. The first podcast that comes to mind around 2016 or thereabout was the 20th Avenue Podcast hosted by versatile media personality, Dumisani Ncube. This is how far my memory can remember.
However, if there was any before, then I sincerely apologise for the misrepresentation. Since then, several media professionals have gravitated towards the podcasting space, carving a niche of their own and growing an audience resultantly. With time, the likes of Joey Badubi followed with the Overview podcast/ online radio, PODICAST with SCAR by rapper and radio personality, Thato Matlhabaphiri, and most recently, the Punchline hosted by investigative journalist and former Botswana Gazette editor, Lawrence Seretse. Nevertheless, there is quite a handful that can be mentioned as the revolution takes shape. Nowadays, there are even sports ones, which is a welcome edition for a news beat, which is often reserved just a few pages at the back of a newspaper. To understand podcasts, we first must understand that their growth is in part due to the rise of smartphones, enabling accessibility to more audiences. Further, platforms like Apple Podcasts, Spotify, and Google Podcasts allow users to subscribe to their content. This is over and above platforms like YouTube, Facebook and TikTok, which broaden viewership.
Why the sudden takeoff? The ability for certain podcasts to cater to specific audiences (niche market) is one of the many reasons that is occasioning this sudden take off, which in all honesty has been but gradual. Secondly, unlike mainstream/traditional media, there is a low-entry barrier as anyone with a smartphone can start recording at minimal costs. Thirdly, podcasts allow for on-the-go listening, which allows audiences to go on with their daily routines while also tuning in. The other reason can be the influence of podcast hosts, with many already having established a following prior to setting up podcasts. These are only a few of the many reasons. As a matter of historical context, according to available literature, podcasts began to gain prominence around 2004. Some sources credit the innovation of podcasts to Adam Curry and Dave Winer, with their program dubbed iPodder. Besides, there are other people also credited for developing podcasts around the same time. Available sources state that, as of 2025, podcasting revenue is anticipated to reach $39.63 billion, with podcasting advertising revenue anticipated to reach $4.02 billion.
In the next few weeks, we will investigate the impact of podcasts on Botswana’s media landscape, monetisation of podcasts, and regulation, as well as issues of internet connectivity and inclusivity in reaching rural areas. *Kabo Ramasia is a Media Institute of Southern Africa (MISA)-Botswana Board member. He writes in his personal capacity