Video podcasting is surging in Kenya, outpacing traditional media in audience engagement and transforming the country’s creative economy. According to Odipo Dev, a data analytics firm based in the country’s capital, leading podcasters are now outperforming major broadcasters in viewership and interaction on YouTube. The format appeals especially to young, male audiences, and its popularity is prompting advertisers to invest more in the space. More importantly, the surge in investment is helping creators tackle high production costs, resulting in the consistent creation of high-quality content. For some creators, video podcasting is an avenue to gain exposure for their ventures, rather than an enterprise of its own. For instance, Mary Wamae, a former banker and lawyer, leverages podcasts to expand her mentorship brand.
African Business
