South Africa, Oct. 13 -- This is well above the global average of 41%, and millions are tuning in not just to global names but increasingly to distinctly local voices as well.

What was once a niche format has now become a mainstream habit, as podcasts have quietly moved from the margins of South African media to become a serious force.

A young crowd

South Africa had approximately 3.2 million podcast listeners in 2023, and the audience is projected to reach 4.8 million by 2027, driven by increasing mobile access.

The crowd is also young, with 61% of the participants aged between 18 and 34, who prefer consuming media on-demand.

Listenership is also expanding in isiZulu and isiXhosa, with shows like Uhambo Lolwimi and Ukhozi FM podcasts...