September 30, 2024
Dubai PodFest 2024 explores transformations in the podcasting industry and innovative technologies to accelerate industry growth
Under the patronage of His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, the Dubai Press Club (DPC) today organised the fourth edition of Dubai PodFest, the region’s leading event dedicated to podcasting, which discussed the growth outlook for the industry and new technologies shaping its future.
The latest edition of the event, held at DPC, brought together over 100 prominent podcasters, and audio content creators, as well as industry experts and regional and international organisations to share insights on ways to propel the podcast industry forward in light of its significant global growth.
Her Excellency Mona Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council and President of the Dubai Press Club, welcomed participants to Dubai PodFest 2024 and emphasised that the event's fourth edition aims to provide a clear vision of the future of the podcasting sector. She noted that podcasting has gained significant popularity in the Arab world, driven by many successful experiences and a large, growing audience.
“Audio content creators have played a vital role in transforming podcasting from an emerging trend into an integral part of the media landscape. Dubai PodFest seeks to deepen understanding of the key factors behind the impressive growth of the Arab podcasting sector. High-quality content that addresses critical social issues has fuelled the rapid expansion of the sector and attracted a broad and diverse audience. As podcasting continues to have a growing impact on the Arab media landscape, we remain committed to fostering industry partnerships that support its expansion and raise its positive influence on society,” she said.
Her Excellency emphasised that the launch of Dubai PodFest by DPC a few years ago, as the first event of its kind in the region for audio content creators, reflects Dubai's position as a leading regional media hub. The event, which is today the largest regional gathering in the sector, highlights the emirate’s commitment to fostering creativity and talent across diverse media sectors.
Al Marri pointed out that the 2024 edition brings together some of the most prominent and successful Arab and local podcasters and serves as a platform to exchange ideas and strategies to accelerate the industry’s growth.
Maryam Al Mulla, Acting Director of the Dubai Press Club, offers a platform for a comprehensive dialogue on ways to further enhance the future of this rapidly growing media sector. She noted that the region’s podcasting industry is expanding at a pace similar to its global growth.
In her opening speech at the fourth edition of Dubai PodFest, Al Mulla stated: “The region’s podcast industry has become a crucial part of the media's future. In recent years, we have witnessed several significant shifts in the industry. The first was the rise of podcast culture, both audio and video, which rapidly gained popularity across the Arab region. The second shift came with the growing popularity of short video content, such as reels. The emergence of podcasts has brought a major shift in audience behaviour. We now see listeners willingly engaging with podcast episodes that span an hour, and in some cases, even up to three continuous hours—a remarkable phenomenon in today's media landscape.”
Al Mulla added, "Today, we are examining all these changes closely to better understand the latest podcasting trends. The Dubai Press Club continues to support the launch of numerous platforms and audio blogs in the UAE and the wider Arab region, further strengthening Dubai’s position as a hub for technology, creativity, and innovation, and reinforcing its role as a leading destination for digital media growth in the region."
Positive year
Delivering the keynote address at the event, James Cridland, Editor of Podnews.net, a leading industry newsletter, shared his optimism about the evolving podcasting landscape in the Arab world. "There has been a lot of positive change, with the launch of numerous podcast initiatives, including from the Dubai Press Club. We've seen new podcast hubs, apps, and big show acquisitions," Cridland noted. The rest of the world is now looking to the region to learn about podcast growth, he said.
Cridland also highlighted the increasing role of AI in podcasting over the last year with AI-powered editing tools creating new ways of editing audio and video and the industry using AI-generated host-read ads and cloned voices.
He further emphasised the impact of YouTube on the podcasting space. YouTube has become a major player, especially after introducing new podcast upload tools and enhancements, he said. “It’s responsible for a significant amount of content consumption," Cridland remarked.
Reflecting on the past year, Cridland noted that while there has been a reset in revenue expectations, it has largely been positive for the podcasting industry. "In many countries, podcasters have become some of the most trusted figures in media," he said.
He pointed out that Spotify has made a significant shift by "killing the exclusive". "Big shows like The Joe Rogan Experience and Call Her Daddy, and others, are now available on open RSS as part of Spotify’s new strategy," he explained. Cridland also highlighted key financial successes, mentioning that both Spotify and Audioboom have achieved profitability, has Acast reported profitability for the first time.
Outlining the latest industry statistics, he said over 2.7 million podcasts are listed on Apple Podcasts, out of which 7.2% — around over 300,000 — are active or updated in the last 30 days. About 94% of all podcasts are listened to on mobile devices. The largest podcast categories are education, followed by society & culture, business, arts, and religion.
In the UAE, podcast consumption is led by Apple Podcasts, which accounts for 32.1% of total downloads, followed by Spotify at 27.2%, and Safari at 10.7%, he noted.
AI-driven transformation
During a session titled ‘AI in Podcasting,’ Lama Osman of Unicorn Podcast tried to put a finger on the industry’s pulse during a wide-ranging discussion with Stefano Fallaha, Founder and CEO of Podeo; Claudius Boller, Chief Business Officer, Next Broadcast Media; Tamara Zubatiy, CEO & Co-founder, Barometer; Ibrahim Jabri of Below the Fold Podcast; and Luca Allam of The Insight Track.
The panellists explored how Artificial Intelligence promises to transform the podcast industry by empowering content creators and helping extend the reach of platforms in various ways. They touched on how AI offers huge potential by way of generating captions and as a voiceover tool besides aiding in content creation, attracting advertisements through highly optimised indexing, and ensuring brand and contextual suitability with audiences and advertisers.
There was a gentle note of caution for content creators to always respect an advertiser’s perspective and avoid hot-button topics and issues to sustain growth. Technology, the panellists concurred, would go a long way in helping the ecosystem prosper, providing more and more tools along the way to power the industry’s onward growth trajectory.
Women in podcasting
Another session moderated by Hikmat Wehbe titled ‘Women in Podcasting’ tracked the fortunes of women in the industry and the challenges they face. Contributing to the discussion were Arabic podcaster Safia Al Shehi; academic Dr. Amal Al Malki; Buthaina Abdullah Majaribi of Buthaina Podcast; Noora Hamoud, CEO of Podqasti; and Siham Zaalani of Perseverance podcast fame.
The panellists highlighted how podcasts offer women a whole new way of connecting with audiences compared to traditional media, which had often presented serious barriers. They discussed how podcasts had allowed women to highlight successful personalities and their experiences in prevailing over the odds.
The panellists emphasised the importance of following one’s passion and remaining persistent to achieve success. They spoke of the need to remain authentic in the interaction with audiences given that women can understand women better and lend voice to emotions and aspirations more effectively. They also highlighted the need to impart necessary training to help women adapt to the industry so that they can start out on their own, helping empower more women in the process. The importance of family support for women in their chosen field of work also echoed through the discussion.
Evolving industry
Another session titled ‘Podcast Trends & Audience Insights; MENA & Beyond’ reflected on the podcasting industry’s significant evolution and the takeaways for content creators and audiences alike across. The discussion, moderated by Nouhailla Moqaddem of NouTalks, featured Hiba Hassan, Head of Visual Communications, SAE Institute (School of Audio Engineering); Chirag Desai, CEO of Amaeya; Ramsey Tasdell, CEO of Sowt; and Ruthie Qadan, Head of Strategy & Op, MENA & South Asia.
In a joint discussion session titled ‘Audio Content Creators in Conversation’, renowned podcasters Abdulrahman Abumalih, CEO and Editor-in-Chief of the production company Thmanyah and host of the podcast Fnjan, alongside Anas Bukhash, host of ABTalks, shared their experiences in the podcasting sector and discussed their future outlook for the industry both regionally and globally.
Another session titled ‘Podcast Trends and Audience Insights: MENA and Beyond’ delved into audience preferences and expectations, exploring the evolving podcasting landscape and how creators can better align with listener interests. Key industry figures participating in the session included Ruthie Qadan, Head of Strategy and Operations at Spotify, MENA & South Asia; Ramsey Tesdell, CEO of Sowt; Chirag Desai, Founder and CEO of the Amaeya; and Hiba Hassan, Head of Visual Communication at School of Audio Engineering.
The session was moderated by Nouhaila Moqaddem, host of NouTalks podcast.
Success stories
Other sessions at Dubai PodFest 2024 included ‘Success Stories in Arab Podcasting’, where regional podcasters shared insights on the Arab podcasting sector with a focus on the Gulf and North African regions; ‘Behind the Scenes: From Script to Sound’, which addressed challenges in producing podcasts, from topic selection to building impactful narratives; and ‘The Art of Podcast Production’, which discussed the techniques used in podcast production.
Dubai PodFest 2024 also featured seven interactive workshops aimed at enhancing the podcasting skills of content creators and media professionals across the region. Highlights included a workshop by Sennheiser, the renowned German audio manufacturer, focusing on improving podcast audio quality. TikTok presented ‘PodTok,’ a session on leveraging the platform’s tools to boost audience engagement, while Dolby, a leader in immersive sound technology, offered a workshop titled ‘The New Era of Immersive Podcasts,’ showcasing the latest audio innovations.
Additionally, Mais Mohamed, host of the podcast Lahza Ma Mais, shared key insights on talent development and practical tips for new podcasters, while Aamer Shehab, CEO of Focus Academy, conducted a session on camera skills for podcast production. Alaa El Sheikh, host of Kefaya Ba2a, presented a workshop on creative content creation, while Lovin Dubai led a session on AI-powered sound tools.
The fourth edition of Dubai PodFest also included a series of live podcasting sessions, bringing creators and audiences together in real time.
Several international companies, including Shure, Poddster, Sennheiser, and MediaCast, showcased their technologies used in photography, audio, podcasting, and broadcasting, providing insights into the latest innovations shaping the industry.
As the largest annual gathering of podcasters and audio content creators in the Middle East and North Africa (MENA) region, Dubai PodFest 2024 further reinforces the city’s position as a key regional media hub and a focal point for digital media development. The event also reflects Dubai’s emergence as a global hub for the latest digital trends.
