Podcast discovery in Eswatini heavily relies on social media platforms, with users often sharing and recommending content through WhatsApp, Facebook, and Instagram. The rising smartphone penetration has facilitated increased consumption, with most listeners accessing content on mobile devices. As digital engagement grows, local creators are increasingly leveraging targeted advertising to monetize their shows, boosting the podcast industry’s revenue potential.
Despite moderate penetration, the podcast market in Eswatini shows promising growth, with more brands investing in audio advertising. The combination of mobile accessibility and social sharing creates a fertile environment for expanding listenership. As awareness and infrastructure improve, the podcast discovery ecosystem is expected to diversify, incorporating more personalized content and enhanced digital marketing strategies.