Launched in 2020, POC's aim and channel launch was motivated by the lack of a South African voice that spoke to the diverse African voices of the continent.

The channel aims to fill a gap needing something that was truly South African, identifiable and entirely relatable to an audience that was keen to hear themselves represented in the podcasting world, says POC.

Simmi Areff, POC's founder, says, "We are excited to collaborate with Apple on its new platform, as now it is easier for our original content to be consumed by not only people in Sub-Saharan Africa but listeners from around the world."

The channel offers an original line-up of award-winning podcasts and has successfully attracted more than half a million streams over the past 12 months.

With the addition of the new Apple Podcasts platform as of August 2021, POC says that it is set to reach an even bigger audience of potential listeners and subscribers in over 170 countries, thanks to its overall popularity and power.

POC adds that podcasts are the default media type of choice for many. According to recent local surveys, 43% of South Africans have listened to a podcast in the last month. There has also been a 50% increase in podcast listeners in South Africa.

"In an ever-changing world, people are adapting to other appealing ways to be entertained and informed. That is where POC Podcasts prospers. Allowing listeners to cherry-pick and subscribe to topics and discussions that reflect and add real value to their time-sensitive lives," concludes POC.

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