Turning the Mic On Opportunity: Podcasting in South Africa’s Changing Media Landscape

South Africa’s journalism and media landscape is undergoing profound structural change, marked by shrinking employment opportunities, declining print circulation, and the rapid digital transformation of content production and distribution. While institutions continue to produce thousands of journalism graduates each year, the number of stable, full-time positions within traditional media has not kept pace, creating a widening gap between qualification and employment. This evolving environment has compelled emerging media practitioners to reconsider exploring alternative forms of professional participation.

Within this context, podcasting has emerged as a significant and adaptive platform through which graduates and young professionals can practise journalism, build audiences, and generate sustainable income. Supported by rising listenership, expanding monetisation opportunities, and growing brand investment, podcasting represents both a response to the contraction of traditional media and a forward-looking model for media entrepreneurship. This article therefore examines the shifting realities of journalism employment in South Africa and positions podcasting as a practical, research-supported avenue for participation in the contemporary digital media economy.

According to Garman and van de Merwe (2017), the estimated total number of journalism students in South Africa, across all levels of study, is approximately 15,000. While not all of these students complete their qualifications, many ultimately enter an increasingly constrained labour market, where research suggests that only about 4,000 full-time journalism positions are available nationwide.

A 2020 study further estimates that the combined annual national intake of first-year students in journalism-related undergraduate and postgraduate programmes stands at roughly 6,200. This intake occurs against the backdrop of a media industry undergoing sustained contraction, with several major media organisations downsizing. As a result, a widening gap has emerged between the number of journalism graduates and the availability of permanent employment opportunities.

In an article titled “How media house restructuring in SA signals a new era,” Donvé Forbes highlights the steady decline of print media circulation over the past five years. The most recent figures indicate a 17% year-on-year decrease in overall newspaper circulation as of 2024, a trend that has contributed to the closure of several media outlets. Forbes argues that for media houses to remain viable in this evolving landscape, digital transformation must form a central component of their business strategies.

She further notes that the closure of media titles carries serious social consequences, particularly in relation to employment. Many journalists have been pushed into freelance work, often accompanied by heightened job insecurity and the loss of conventional employment benefits.

Given the scarcity of full-time positions, a growing number of journalism graduates are turning to freelance and entrepreneurial pathways, while others abandon the profession altogether in search of alternative careers. However, those who remain committed to the journalism and media field have increasingly embraced content creation as a means of applying their training in new and adaptive ways.

Podcasting, in particular, has emerged as a viable platform for practising journalism and media work. Many audiences now subscribe to numerous podcasts, often too many to keep track of. Through monetisation strategies such as advertising and sponsorship deals across various publishing platforms, podcasters have found sustainable income opportunities. This trend extends beyond journalism graduates, as professionals and experts from diverse fields use podcasts to inform, educate, and engage the public.

For many young people, podcasting has offered an alternative to competing in an already saturated job market with limited employment prospects. Students or graduates can collaborate to create niche-focused podcasts, producing regular content, such as weekly episodes, while still studying. In doing so, they can generate income, build an audience, and establish a professional presence. By the time they graduate, such initiatives may have evolved into self-created employment opportunities, with the potential to employ others as well.

Research-driven statistics can serve as a compelling source of motivation for those who remain hesitant about investing in podcasting.

In South Africa, the number of podcast listeners is expected to increase from 3.2 million in 2023 to approximately 4.8 million by 2027, positioning podcasts as an increasingly significant component of the digital media landscape. This expansion has attracted growing interest from brands through sponsorships, advertising, and influencer marketing opportunities, suggesting that individuals who venture into podcasting may generate sustainable income.

Sam Swaine, writing in The Media Online, notes that nine out of ten South Africans with Internet access already engage with podcasts. She further explains that the majority of listeners (61%) fall within the 18–34 age group, a demographic often described by marketers as difficult to reach. However, rather than being inaccessible, this audience has simply migrated away from traditional media platforms toward formats that are more personal, mobile, and accessible on their own terms.

According to Grand View Research (GVR), the news and politics category accounted for the largest revenue share at 36.65%, highlighting the types of podcast niches most likely to generate financial returns.

GVR further indicates that South Africa’s podcasting market is projected to generate approximately US$1,846.3 million (close to R30 Billion) in revenue by 2030, with a compound annual growth rate of 34.8% anticipated between 2025 and 2030.

Collectively, these statistics suggest that despite the ongoing challenges faced by traditional media in the digital era, significant opportunities remain available. Students and graduates, whether in journalism, media studies, or other disciplines, can still enter the podcasting space to share knowledge, engage audiences, and potentially build sustainable careers.

In conclusion, in a space where opportunities are shrinking in the media space, podcasting represents a reconfiguration of how journalism can be produced, distributed, and sustained in the digital age. For students and graduates willing to adopt entrepreneurial mindsets and innovative storytelling approaches, podcasting provides a meaningful pathway to professional relevance and long-term career development.

Ultimately, the future of journalism in South Africa may depend not only on the survival of traditional media institutions, but also on the capacity of new voices to harness emerging platforms, redefine participation, and shape a more inclusive media ecosystem.

At this stage, we at Image at Play step in, recognising that the lack of equipment and financial resources needed to establish a podcast studio can discourage many aspiring creators from entering the industry. To address this, we have recently launched a fully equipped podcast studio available at affordable rates, featuring professional cameras, high-quality sound systems, expert videographers and sound engineers, as well as professional lighting. Since opening, the studio has welcomed students and professionals from a variety of fields who have visited to explore the space and book it for their projects.

If podcasting is a path you’ve been thinking about exploring, there’s no better time to begin. Get in touch with us to make a booking, or simply visit the studio for a tour and see the space for yourself. Experiencing it firsthand may spark the inspiration and confidence you need to start your journey without hesitation. We look forward to welcoming you soon.