On May 18, Swedish podcast company Acast announced a partnership with two of the leading podcast networks in the Middle East: Jordanian Sowt platform, and UAE-based Kerning Cultures, the region’s first venture-backed, female-led podcast platform. Acast, which supports podcasters with content creation and monetisation, operates in 15 countries and reaches a monthly audience of more than 430 million people across a range of apps and platforms.

Acast’s expansion into the Middle East is a sign that the potential of Arabic language content is finally getting the international recognition it deserves. Over the past decade, the MENA podcasting scene has blossomed, fuelled by the increasing accessibility of digital platforms and growing smartphone penetration in the region, making it easier to consume and produce content. The popularity and influence of podcasts has surged, and audio-based content has become a powerful tool for storytelling, entertainment, and education. The growth of listenership is driven by Saudi Arabia, Egypt, and the UAE, where special industry events such as “Ignite the Sound” in Saudi Arabia, and “Sada” and “Podfest” in the UAE, bring creators together. The popularity of podcasts is also on the rise in  countries such as Morocco, Kuwait, Oman, and Lebanon.

Podcasts provide an opportunity for young Arabs to bypass traditional media gatekeepers who often do not share their views and concerns. They offer an alternative medium for previously marginalised voices and underrepresented communities in the Arab world to explore and discuss issues often considered taboo or controversial, including topics such as, gender, and sexuality, which are rarely covered in mainstream media. This enhanced inclusivity, also boosted by  social media and the internet generally, allows for the exploration of a wide array of experiences and narratives. From women's rights activists to queer campaigners and  people from ethnic and religious minorities, podcasts are amplifying voices that  otherwise go unheard. Young Arabs also want to challenge the Western media narrative around the MENA region and move away from the sensationalism that constitutes much of the reporting on the Arab world. Podcasts are a way to do that. Through them, young creators aim to more accurately portray life in the region through authentic storytelling, in the process keeping alive long-standing Arab oral traditions.

Arab podcasts cover a broad spectrum of topics, catering to a diverse range of interests. While some focus on current affairs, politics, and societal issues, others delve into culture, history, entrepreneurship, self-improvement, entertainment, true crime and comedy, and much more, showcasing the versatility and dynamism of the podcasting landscape.  

One notable aspect of podcasting in the MENA region is its effectiveness as an educational tool for education, a medium through which experts can share their knowledge with a wide audience. Podcasts have become a valuable resource for individuals seeking to expand their understanding and engage with academic subjects such as science, history, and religious studies, addressing a critical need in a region where access to quality education is lacking for so many millions. Listeners can also explore and engage with these subjects at their own pace and in a format that caters to their preference. This means that a well of knowledge has now become available to a huge number of people who lack the financial means and sheer spare time to engage with academic subjects via traditional channels.

Arabic remains the prevailing language in podcasting across the Arab world, enabling creators to connect with a wide audience. However, an emerging trend has been the rise of English-language podcasts catering to an international audience and the Arab diaspora Arabs. Many second-generation Arab  immigrants in Europe, for example, are  not fluent in Arabic but are eager to explore stories about the MENA region from a non-Western perspective. 

Some Arab podcasters are also embracing their own dialects instead of using Modern Standard Arabic. This practice not only fosters a stronger sense of regional identity but also creates relatable content that resonates with specific communities. By expressing themselves in their native dialects, podcasters contribute to the legitimisation of these dialects as valid tools of cultural production. Moreover, this approach broadens listeners' exposure to various Arabic dialects, enriching their understanding of the diverse linguistic and cultural heritage of the Arab world.

While the Arab podcasting industry continues to grow, it faces various challenges. Monetisation remains an issue for many podcasts, as advertising revenue models are still developing in the region. The lack of comprehensive listener data and industry metrics also hampers creators’ ability to understand audience preferences and cater to their needs effectively. Censorship is also a major obstacle, as governments seek to restrict access to certain topics or viewpoints. There is also the familiar risk that some podcasts may perpetuate harmful stereotypes or misinformation.

Podcasts represent an estimated $6B market opportunity in the MENA, according to Heba Fisher, Kerning Cultures’ co-founder and CEO. Podcasting networks, such as Sowt, have emerged to support podcasters. Thanks to audio streaming platforms like Anghami, Spotify, and Deezer in the Arab world, podcast accessibility has improved significantly. Low barriers to entry have led to the democratisation of creation and distribution, and brands have been harnessing the power of podcast marketing. Podcasts rely on a format where the audience actively chooses the content to which it wants to be exposed, which leads to trust between host and listener. Studies have shown that people do not skip podcast ads, allowing companies to deliver relevant targeted advertising messages that resonate with listeners. Other avenues to generate revenues such as live shows and subscriptions are also predicted  to grow quickly in the MENA region in the near future.

The rise of podcasting in the Arab world represents an important shift in the region's legacy media landscape. It has the potential to bring about positive change and foster greater understanding and dialogue, cultivating a sense of community. As the medium continues to gain momentum, it is poised to play a key role in shaping the region’s cultural, social, and intellectual discourse in theOn May 18, Swedish podcast company Acast announced a partnership with two of the leading podcast networks in the Middle East: Jordanian Sowt platform, and UAE-based Kerning Cultures, the region’s first venture-backed, female-led podcast platform. Acast, which supports podcasters with content creation and monetisation, operates in 15 countries and reaches a monthly audience of more than 430 million people across a range of apps and platforms.

Acast’s expansion into the Middle East is a sign that the potential of Arabic language content is finally getting the international recognition it deserves. Over the past decade, the MENA podcasting scene has blossomed, fuelled by the increasing accessibility of digital platforms and growing smartphone penetration in the region, making it easier to consume and produce content. The popularity and influence of podcasts has surged, and audio-based content has become a powerful tool for storytelling, entertainment, and education. The growth of listenership is driven by Saudi Arabia, Egypt, and the UAE, where special industry events such as “Ignite the Sound” in Saudi Arabia, and “Sada” and “Podfest” in the UAE, bring creators together. The popularity of podcasts is also on the rise in  countries such as Morocco, Kuwait, Oman, and Lebanon.

Podcasts provide an opportunity for young Arabs to bypass traditional media gatekeepers who often do not share their views and concerns. They offer an alternative medium for previously marginalised voices and underrepresented communities in the Arab world to explore and discuss issues often considered taboo or controversial, including topics such as, gender, and sexuality, which are rarely covered in mainstream media. This enhanced inclusivity, also boosted by  social media and the internet generally, allows for the exploration of a wide array of experiences and narratives. From women's rights activists to queer campaigners and  people from ethnic and religious minorities, podcasts are amplifying voices that  otherwise go unheard. Young Arabs also want to challenge the Western media narrative around the MENA region and move away from the sensationalism that constitutes much of the reporting on the Arab world. Podcasts are a way to do that. Through them, young creators aim to more accurately portray life in the region through authentic storytelling, in the process keeping alive long-standing Arab oral traditions.

Arab podcasts cover a broad spectrum of topics, catering to a diverse range of interests. While some focus on current affairs, politics, and societal issues, others delve into culture, history, entrepreneurship, self-improvement, entertainment, true crime and comedy, and much more, showcasing the versatility and dynamism of the podcasting landscape. 

One notable aspect of podcasting in the MENA region is its effectiveness as an educational tool for education, a medium through which experts can share their knowledge with a wide audience. Podcasts have become a valuable resource for individuals seeking to expand their understanding and engage with academic subjects such as science, history, and religious studies, addressing a critical need in a region where access to quality education is lacking for so many millions. Listeners can also explore and engage with these subjects at their own pace and in a format that caters to their preference. This means that a well of knowledge has now become available to a huge number of people who lack the financial means and sheer spare time to engage with academic subjects via traditional channels. 

Arabic remains the prevailing language in podcasting across the Arab world, enabling creators to connect with a wide audience. However, an emerging trend has been the rise of English-language podcasts catering to an international audience and the Arab diaspora Arabs. Many second-generation Arab  immigrants in Europe, for example, are  not fluent in Arabic but are eager to explore stories about the MENA region from a non-Western perspective. 

Some Arab podcasters are also embracing their own dialects instead of using Modern Standard Arabic. This practice not only fosters a stronger sense of regional identity but also creates relatable content that resonates with specific communities. By expressing themselves in their native dialects, podcasters contribute to the legitimisation of these dialects as valid tools of cultural production. Moreover, this approach broadens listeners' exposure to various Arabic dialects, enriching their understanding of the diverse linguistic and cultural heritage of the Arab world.

While the Arab podcasting industry continues to grow, it faces various challenges. Monetisation remains an issue for many podcasts, as advertising revenue models are still developing in the region. The lack of comprehensive listener data and industry metrics also hampers creators’ ability to understand audience preferences and cater to their needs effectively. Censorship is also a major obstacle, as governments seek to restrict access to certain topics or viewpoints. There is also the familiar risk that some podcasts may perpetuate harmful stereotypes or misinformation.

Podcasts represent an estimated $6B market opportunity in the MENA, according to Heba Fisher, Kerning Cultures’ co-founder and CEO. Podcasting networks, such as Sowt, have emerged to support podcasters. Thanks to audio streaming platforms like Anghami, Spotify, and Deezer in the Arab world, podcast accessibility has improved significantly. Low barriers to entry have led to the democratisation of creation and distribution, and brands have been harnessing the power of podcast marketing. Podcasts rely on a format where the audience actively chooses the content to which it wants to be exposed, which leads to trust between host and listener. Studies have shown that people do not skip podcast ads, allowing companies to deliver relevant targeted advertising messages that resonate with listeners. Other avenues to generate revenues such as live shows and subscriptions are also predicted  to grow quickly in the MENA region in the near future.

The rise of podcasting in the Arab world represents an important shift in the region's legacy media landscape. It has the potential to bring about positive change and foster greater understanding and dialogue, cultivating a sense of community. As the medium continues to gain momentum, it is poised to play a key role in shaping the region’s cultural, social, and intellectual discourse in the years to come.