What Indians listen to: Limelight on audio in entertainment consumption

Indians are listening.

In July, Indian audio entertainment platform Kuku FM acquired exclusive rights to adapt Lord Jeffrey Archer’s acclaimed works into Hindi audiobooks, marking the first time Archer’s stories will be available in a South Asian language audio format.

Last September, India’s oldest music label company, Saregama, owned by the RP-Sanjiv Goenka Group of companies, acquired a majority stake in Pocket Aces, gaining access to the digital entertainment company’s direct relationship with 95M+ younger digital-first customers across Instagram, YouTube, etc.

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Also, audio series platform Pocket FM announced that it surpassed the milestone of 100 million downloads on the Google Play Store. The demand for audio content continues to surge. Disney is attempting to revive the fortunes of its streaming business in India by offering free cricket on smartphones, betting that the strategy will boost advertising revenue and offset the impact of a subscriber exodus.

According to an entertainment consumption survey by Pocket FM, there is a resounding shift in Indian entertainment towards audio formats, with 81% of people engaging with audio entertainment daily. Storytelling emerged as the primary catalyst for its irresistible pull, with one in three users expressing a distinct preference for this format. The other triggers are convenience, influencing every fourth user, and content diversity, affecting every sixth user to adopt audio as a preferred content medium. 

Audio is not merely a trend, but it has become a lifestyle, driving engagement that exceeds any other entertainment medium. The findings strongly suggest that audio series is set to dominate audio entertainment, and we believe, it will emerge among the top 3 entertainment formats in the next couple of years — Rohan Nayak, CEO and Co-founder, Pocket FM

Rohan Nayak, CEO and Co-founder, Pocket FM, said, “Audio is not merely a trend, but it has become a lifestyle, driving engagement that exceeds any other entertainment medium. The findings strongly suggest that audio series is set to dominate audio entertainment, and we believe, it will emerge among the top 3 entertainment formats in the next couple of years.”

Accessibility is part of this story. 71% of users consume audio content on their smartphones, highlighting the convenience and accessibility that mobile devices provide. However, 29% of users prefer to consume audio through tablets, smart TVs, desktops, and other devices, showcasing the rise of audio consumption at the workplace and home. 

Audio extends beyond entertainment, proving itself as a valuable productivity tool. 44% of users find audio for stress relief and believe it to be a soothing escape amidst daily pressures. Moreover, 30% leverage audio to enhance focus, creating an immersive environment for improved concentration during work or other cognitive activities. About 26% look at audio to avoid distractions.

Genre-wise, drama leads, capturing the attention of 22% of users, closely followed by suspense and thriller at 21%, romance at 17%, sci-fi at 12%, and comedy at 11%. 31% of users transitioned from online music to audio series, indicating a dynamic redefinition of audio entertainment consumption patterns.

Similarly, 16% felt that their entertainment consumption shifted from social media and short video consumption, while 20% believed that audio series had replaced their video streaming habits. Even audio series have influenced other spoken-word content formats, such as audiobooks and podcasts, with approximately 17% of users experiencing a shift from these formats. Only 16% feel their entertainment time spent increased with audio series. 

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Zooming into specific audio content, audio series steal the spotlight, with 74% giving 5-star recommendations. In comparison, 51% give 5-star ratings to TV entertainment. Online music and video OTT also fare well, with 58% and 53% of users giving 5-star ratings, respectively, but rated 3 or below by 23% and 31% of users, highlighting a shift in the audience’s digital entertainment preferences.

As the landscape evolves, so do monetisation trends. While 23% prefer subscription-based models, the survey indicates a growing appetite for flexible pricing, with 37% of users open to paying for individual episodes. Only 40% of users still favour ad-supported and promotional models to drive consumption on audio platforms.