The Power of Hyperlocal Podcasting: Rado Ardian of Noice

Cofounder of leading podcast platform Noice, Rado Ardian, estimates that the pandemic contributed to 3x growth in listenership in 2020. Noice's 3 top shows are comedy-oriented, an interesting reflection of the market's unique tastes. Intense "hyper-localization" of content will be crucial in driving up to 5x growth next year, as Noice strives to offer unique content to Indonesia's many heterogeneous communities. Rado pointed to Noice's extensive use of local "vernacular" programming as key to accessing listeners through their many languages and dialects.