Spotify India has announced its first batch of platform-exclusive podcasts: cricket-themed 22 Yards hosted by popular television anchor Gaurav Kapur, dating and relationship advice-focused Love Aaj Kal (Love Today and Tomorrow) from journalists Aastha and Ankit and fictional detective series Bhaskar Bose narrated by radio host and actor Mantra.
Each of the podcasts, which are independently produced by the hosts – Bhaskar Bose in collaboration with Audioboom – were commissioned by Spotify for its Spotify Originals line-up of shows.
Notably, JioSaavn distributed the first two seasons of Love Aaj Kal, which was launched in 2018. At a press conference yesterday, Spotify India MD Amarjit Batra said that “self-motivation-based lifestyle content” comprises 60 per cent of the top ten shows on the platform’s local podcast charts, topped by On Purpose with Jay Shetty.
India, Batra shared, features among the highest-streamed markets for such series as TED Talks Daily and The Mindset Mentor as well as the tech-oriented Waveform: The MKBHD Podcast, all of which are in English. In contrast, only 15 to 20 per cent of the music played on the service in India is in English or a foreign language. While 22 Yards is in English and Bhaskar Bose in Hindi, Love Aaj Kal is presented in the macaronic hybrid colloquially known as Hinglish. The shows go live on Tuesday, December 3.