From folktales to podcasts: Evolution of storytelling

India’s podcast market to hit INR 17.8 billion by 2026

As traditional storytelling fades in India’s digital era, podcasts are emerging as a powerful new medium. With growing listenership and diverse content, they are reshaping how stories are told and experienced.

With the decline of traditional storytelling in India due to digital disruption and changing lifestyles, podcasts have emerged as a modern alternative. Growing at a rapid pace, they offer diverse content, regional-language storytelling, and on-the-go accessibility.

For centuries, storytelling has been an integral part of India’s cultural and social fabric. Folk tales, epics, and oral traditions have shaped the way knowledge, morals, and entertainment were passed down through generations. Storytelling was not just a form of entertainment but a way of preserving history, traditions, and values. Grandparents would narrate fables to children, wandering storytellers would enthral  villagers with mythological epics, and religious scholars would pass down sacred texts through oral recitations. However, in the modern era, this tradition is steadily fading. The arrival of new-age entertainment, the digital revolution, and changing lifestyles have contributed to the decline of India’s once-thriving storytelling culture.

The evolution of storytelling in India can be traced back to ancient times when oral traditions played a crucial role in knowledge transmission. Epics like the Ramayana and Mahabharata were originally passed down through spoken word before being written. Folk storytelling traditions such as Dastangoi, an Urdu storytelling art form, and Kathakars, the narrators of mythological tales, flourished for centuries. These oral traditions were more than just narratives; they were a means of bringing communities together, fostering imagination, and preserving cultural heritage.

With the advent of the colonial era and the spread of print media, storytelling took a different form. Books, newspapers and magazines became popular, slowly shifting the focus away from oral storytelling. The 20^th century saw another transformation with the rise of radio, which became the new medium for storytelling. All India Radio (AIR), established in 1936, played a crucial role in keeping storytelling alive through programmes like Hawa Mahal, which featured dramatised stories, and Jaimala, where film celebrities narrated experiences woven with music. Radio storytelling thrived for decades, reaching millions of Indians who would gather around their radio sets to listen to gripping tales.

However, the dominance of radio began to wane with the rise of television in the 1980s. Doordarshan’s legendary TV serials like Ramayan and Mahabharat captivated audiences, shifting their attention from audio-based storytelling to visual narratives. In the 1990s and early 2000s, the rise of satellite television and Bollywood further transformed entertainment consumption. While radio survived in the form of FM channels, its focus shifted towards music, news, and celebrity talk shows, rather than storytelling. By the time social media and online streaming took over in the 2010s, traditional storytelling had already lost much of its influence.

The decline of storytelling is closely linked to India’s digital revolution. The rapid penetration of the internet and smartphones altered the way people consumed content. According to the India Internet Report 2023 by the Internet and Mobile Association of India (IAMAI), the country now has over 800 million internet users, with video consumption rising by 55 pc annually. Social media platforms like YouTube, Instagram, and Facebook became the new storytelling mediums, but these focused more on visual appeal and short-form content rather than deep, immersive narratives. As attention spans shortened, the idea of sitting down to listen to a long, detailed story became less appealing.

At the same time, changes in family structures also played a role in the decline of oral storytelling. In the past, joint families ensured that children grew up listening to stories from their grandparents. Today, nuclear families, busy work schedules, and urban lifestyles have reduced the space for such traditions. Schools, too, have moved towards textbook-based learning rather than using storytelling as an educational tool. As a result, many children today are more familiar with animated web series than traditional Indian folk tales.

Amidst the decline of traditional storytelling, podcasts have emerged as a powerful new medium. The rise of digital audio platforms like Spotify, Apple Podcasts, Gaana, and Audible has led to a resurgence of audio storytelling, albeit in a different format. Podcasts, which allow listeners to consume stories on the go, have become immensely popular in India over the past five years. A 2023 report by PwC India states that podcast consumption in India is growing at an annual rate of 34 pc, making it one of the fastest-growing podcast markets globally.

One of the key reasons behind the success of podcasts is their convenience. Unlike video content, which requires full visual attention, podcasts can be consumed while multitasking whether commuting, working, or exercising. Additionally, the diversity of content available in the podcasting world has played a significant role in attracting listeners. From mythology and crime thrillers to business insights and motivational talks, podcasts cater to a wide audience. Many storytelling podcasts, such as Indian Noir, which specialises in crime fiction, and the stories of Mahabharata, a retelling of India’s greatest epic, have gained loyal followers.

Another factor fuelling the podcast boom in India is the rise of regional-language content. While mainstream media has often focused on English and Hindi, the digital audio revolution has given space to Tamil, Bengali, Marathi, Telugu, and other regional-language storytelling. Platforms like JioSaavn and Audible Suno have been actively investing in regional-language podcasts, making them accessible to a much wider audience. This resurgence of storytelling in local languages is, in some ways, reviving the essence of India’s lost oral traditions.

The influence of celebrities and influencers has also contributed to the growing popularity of podcasts. Bollywood actors, stand-up comedians, and journalists have entered the podcasting space, drawing their massive fan bases into the medium. Shows like No Filter Neha, hosted by Neha Dhupia, and The Ranveer Show by Ranveer Allahabadia blend storytelling with personal experiences, making them highly engaging. Moreover, businesses and brands are now leveraging podcasts as a marketing tool, further driving the growth of the industry.

Looking ahead, the future of storytelling in India is likely to be shaped by technological advancements. The expansion of 5G and the increasing affordability of data plans will further boost digital audio consumption. Industry experts predict that by 2026, India will have over 200 million podcast listeners, and its market is projected to reach INR 17.8 billion by 2026, marking a significant shift in how Indians consume audio content and making it one of the dominant forms of content consumption. Additionally, innovations like AI-generated storytelling and interactive podcasts could redefine the way narratives are experienced.

While the traditional storytelling culture of India may never return in its original form, podcasts have ensured that storytelling itself does not disappear. Instead, it has evolved into a modern, digital format that aligns with contemporary lifestyles. As technology continues to reshape the entertainment landscape, one thing remains certain storytelling, in some form or another, will always be a part of human culture. Whether through the voice of an ancient Dastango, a radio narrator, or a podcast host, stories will continue to captivate and connect people across generations.

Amit Sharma, an entrepreneur and advocate of this transformation, emphasises that podcasts are not just replacing traditional storytelling they are redefining it.

“The Indian podcasting market is set to grow at a remarkable CAGR of 31.9 pc from 2024 to 2030, building on the momentum of 30.4 pc growth from 2020 to 2024. With India already ranking as the third-largest podcast market globally, the industry is poised for unprecedented expansion over the next three to five years,” Sharma tells Media India Group.

Sharma emphasises that this surge is driven by a rapidly growing listener base, with monthly audiences increasing at a rate of 15-20 pc year-on-year. The rising consumption of both audio and video content, coupled with the accessibility of smartphones, has fuelled the demand for podcast particularly among commuters and young professionals seeking on-the-go content.

“Content diversity is driving the podcast boom, with regional-language podcasts helping creators reach wider audiences. Many YouTubers and public speakers are embracing podcasts as a powerful storytelling medium. Unlike traditional influencer marketing, podcasts foster deeper connections and long-term brand affinity. Plus, advancements in AI and machine learning are making production more efficient, enhancing the overall listening experience,” Sharma adds.

Given these trends, Sharma believes the Indian podcast industry is not just growing it is transforming into one of the most influential digital content platforms of the decade, reshaping the way stories are told and experienced.