DPN marks its first year with 500+ branded episodes, 100+ clients and access to a 650+ podcast ecosystem...

In an age of shrinking attention spans, Dentsu Podcast Network (DPN) is betting on something increasingly valuable: long-form attention.

One year after launch, dentsu India’s integrated content and influence offering has produced 500+ branded podcast episodes, generating more than 60 million minutes - or 1 million+ hours - of cumulative audio and video consumption. In the same period, DPN has partnered with 40+ brands and opened access to an ecosystem of 650+ podcasts, bringing brands closer to creators, experts, and high-value communities.

The scale reflects a broader shift in how brands are building influence. Audiences are increasingly choosing to spend time with creators and experts they trust, while brands are looking beyond short-form campaigns and traditional media to build deeper, more enduring relationships. Podcasts are emerging at the intersection of that shift - combining the intimacy of conversation with the reach of video, creators, and digital distribution.

DPN was built for this new attention economy. Rather than treating a podcast as a one-off content format, the network brings together strategy, editorial development, premium production, creator partnerships, distribution, and performance measurement to help brands build content properties that can create value well beyond a single episode.

Its first-year work spans financial services, healthcare, retail, technology, automotive, enterprise, and consumer sectors, from founder-led platforms and executive interview series to branded podcasts and customer education programmes. Across these formats, the focus is on helping organisations use long-form content to put leaders in front of the right audiences, build authority around subjects that matter to their businesses, educate customers, strengthen employer brands, and create communities that continue to engage over time.

The network has also expanded its client portfolio to 100+ brands, including Lenovo, Aditya Birla Housing Finance Limited, Galderma, Franklin Templeton, Jos Alukkas, Aditya Birla Group, The Times of India, Ambuja Neotia, Zynova Shalby Hospital, Motilal Oswal Wealth, Spykar, EdelGive and Paranjape Schemes, among others. Combined with access to more than 650 podcasts, this gives brands the ability to connect with premium creators and relevant audiences across both audio and video.

Link to the anniversary video: https://www.youtube.com/watch?v=FBAx7ZzgV5E

Amit Wadhwa, CEO, South Asia, Dentsu Creative & Media Brands said, “In a world where every brand is competing for attention, the most valuable currency is increasingly time. A podcast asks a listener to give you something rare, an hour of their day, and that time has to be earned. Our first year at Dentsu Podcast Network has shown us that audiences will give brands that time when the content is useful, credible, and genuinely worth listening to. More than 500 branded episodes and 60 million minutes of consumption are a strong validation of that belief. DPN is about helping brands move from buying attention to earning it - and turning that attention into influence that lasts. That is Innovating to Impact in its truest sense.”

The opportunity is significant. India is now among the world's fastest-growing podcast markets, with industry estimates placing the country's podcast audience at close to 200 million listeners. The ecosystem is also evolving rapidly, with video-first consumption, regional content and creator-led communities changing how audiences discover and engage with long-form content.

For brands, that evolution creates an opportunity that goes beyond sponsoring a podcast. A single conversation can become a long-form episode, short-form video, social content, executive thought leadership, customer education, earned media and an enduring owned-media asset. DPN brings these capabilities together to help brands create content once and extend its value across the channels and audiences that matter to their business.

In its second year, DPN will continue to expand its focus across regional content, enterprise communications, original intellectual property, and advanced measurement capabilities, with the ambition of helping brands build scalable content ecosystems that strengthen influence, sharpen competitive advantage and create long-term business value.

Dentsu Podcast Network is ultimately building for a simple shift: from content that brands publish to content that audiences choose to spend time with.