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Blogger’s Park: Audio is the next wave

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As per a recent PwC report, India is the world’s third-largest podcast listening market with 57.6 million monthly listenersAs per a latest PwC report, India is the world’s third-largest podcast listening market with 57.6 million month-to-month listeners

By Abraham Thomas

The German rock band Scorpions’ track, “The longer term is within the air…can really feel it all over the place, blowing with the winds of change” is the right approach to outline the rise of audio internationally. From FM radio, vinyl, cassettes and compact discs to iPods, digital radio and audio streaming platforms — the journey of audio has been lengthy and extremely rewarding.

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Audio is within the highlight as our preferences have drastically advanced over time. Whereas video content material dominated the roost, with numerous platforms making their approach to our tv units over the previous couple of years, inflicting a way of display fatigue, its dominance has light. The expansion in multi-device, multi-platform consumption of video content material has additionally grown the consumption of audio content material. Audiences are actually rooting for mediums and platforms which are much less disruptive in nature. As somebody mentioned, audio is eyes-free content material. It may be simply consumed whereas doing different duties, be it travelling, exercising or going about one’s each day chores. Visible overstimulation has induced the audio business to mushroom as an important escape, age no bar.

Radio revamp

Terrestrial radio has been a simple and fascinating companion for generations now. It’s pleasant, comforting, entertaining and informative, suddenly. The pandemic additional enabled it to grow to be a beacon of hope and positivity. Nonetheless, one can not deny its crucial transformation into digital however what’s extra attention-grabbing is mapping the emergence of the continuing audio revolution. Modifications in content material consumption patterns have seen platforms and networks lay impetus to foster the bond with their listeners via a number of touchpoints.

In the present day, main radio networks across the nation are taking place the platform-agnostic route to achieve out to new audiences. It grew to become the necessity of the hour for organisations to grow to be digital-first entities. Many radio networks have embraced the acceleration of their progress as audio platforms like podcasts and sensible speaker options are thriving. As per a latest PwC report, India is the world’s third-largest podcast listening market with 57.6 million month-to-month listeners. Additionally, India noticed a 29.3 % improve in podcast consumption within the first yr of the pandemic, based on a KPMG report. Radio has grown from a background mantlepiece medium to an engaged on-the-go cellular medium.

Newer tunes

In essence, podcast is one other type of radio storytelling transformed into audio episodes for transportable and straightforward consumption for contemporary customers. Whereas many want to pit one towards the opposite, I personally consider radio and audio OTTs are complementing one another, giving rise to immense alternatives the place audio content material is distributed to a worldwide viewers. With marquee properties of radio turning into podcasts for wider attain, folks throughout all ages and geographies are having fun with this melange at only a click on.

One other new wave that we see rising is that of social audio. Clubhouse has already piqued everybody’s consideration, and we’ll additional see its modern avatars being adopted throughout completely different social media instruments. As we go additional, this audio revolution guarantees to be now not depending on a service medium or a devoted machine.

In the present day, it’s essential to be up to date with each cultural phenomenon. In our fast-paced lives, with endless deadlines and simply 24 hours in a day, how does one cope? That is the place audio is available in. With a plethora of genres and codecs, it’s extremely handy — one can be taught a brand new language, end a e-book, get up to date on the information and be entertained.

Propelled by the precise expertise and digital instruments, we’re on the crux of audio leisure being additional redefined. From revolutionary listening experiences, ubiquitous entry and imaginative partaking content material, the business is flourishing like by no means earlier than.

The writer is CEO, Reliance Broadcast Network

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