How Podcasting 100x’d in the Middle East | Lama Osman on the Rise of Audio in MENA

Podcasting isn’t just growing in the Middle East. It’s exploding.

In this episode of Below the Fold, host Ibrahim sits down with Lama Osman, Co-founder & CEO of Podheros, to unpack how audio has become one of the most powerful tools for brand storytelling and connection in MENA.

From conversational AI to branded podcasts and WhatsApp channels, Lama shares her insights on what’s fueling the region’s audio revolution—and how brands can ride the wave.