The current study aims to identify and analyze the Omani podcasts by examining the characteristics of its content, the podcast production requirements. The study also highlights the significant role of advertising on helping the podcast to achieve sustainability and the main challenges that this industry faces in the Sultanate of Oman. In this study, a sample of 28 episodes of 7 Omani podcast programs has been analyzed. The study used the content analysis tool and semi-directed interviews which have been made with the founders of the selected podcasts, where 7 founders were interviewed, with one respondent from each podcast. The study reveals that the general social issues are the most prominent issues treated in the selected podcast episodes, and notably awareness-raising and education were the most highlighted topics discussed in the selected podcasts. The findings also show that experts were guests hosted in the talk shows, interestingly most of them are males. The sample podcast episodes mainly relied on music as a mean to effectively support the content delivered. dialogue and direct speech were widely used as a form of conversation and discussion, in addition to that the emotional appeal prevailed over arguments and proofs as a persuasive method used in discussions. The study reveals that the costs of producing podcast episodes ranged between 100-750 OMR per episode, and most of podcast programs did not receive any funding or financial support, except a few of them.