The 26th Arab Radio and Television Festival, held in Yasmine Hammamet, Tunisia, recently hosted a panel discussion on the future of podcasts in the media landscape. The event, themed "Podcast: Content Trends and Influence," brought together experts from various Arab countries to share their insights on the growing popularity of podcasts. According to a report by Reuters, 46% of the public now rely on content creators for information.
The global podcast market has experienced rapid growth, reaching approximately $39 billion in 2025 and is expected to surpass $130 billion by 2030. Tunisian researcher Hanen Melliti, from the Institute of Press and Information Sciences, noted that podcasts are evolving from exclusively audio content to visual formats integrated into digital platforms, driven by economic models based on advertising and subscriptions.
Melliti emphasized that podcasts do not pose an immediate threat to traditional media, but rather require media outlets to adapt to changing technological landscapes and audience habits. She called for the development of production strategies that address essential questions about content, audiences, and suitable platforms. Moncef Slimi, responsible for digital offerings, radio, and podcasts at Deutsche Welle for North Africa, advocated for an "internal revolution" in traditional media.
Slimi encouraged media outlets to leverage their credibility with audiences to stay relevant in the evolving media landscape. Mustafa Sayed Gasmallah Abou Idriss, a Sudanese expert in digital media, highlighted the potential of artificial intelligence in podcast production, particularly in scriptwriting, sound processing, and audio effects creation at a lower cost.
Rasha El Deeb, an Egyptian specialist in podcasting and media innovation, stressed the importance of developing Arab models that can transform the region from a mere consumer of content to an influential player through creativity and innovation. The experts' discussions underscored the need for traditional media to adapt to the changing media landscape and capitalize on the opportunities presented by podcasts and artificial intelligence.
The panel discussion also touched on the growing importance of credibility in the digital age, with Slimi emphasizing that traditional media's credibility is its primary asset. Abou Idriss and El Deeb echoed this sentiment, highlighting the need for media outlets to prioritize credibility and innovation in their content creation strategies.
As the podcast market continues to grow, Tunisian and Arab media experts are calling for a strategic approach to podcast production, one that prioritizes credibility, innovation, and adaptability. By embracing these changes, traditional media can remain relevant and influential in the evolving media landscape.
Key points
- The global podcast market is expected to reach $130 billion by 2030.
- 46% of the public now rely on content creators for information.
- Experts emphasize the need for traditional media to adapt to changing technological landscapes and audience habits.
