Audio OTT platform Pocket FM has revealed findings of a digital entertainment consumption survey conducted in April-May 2023 among 9,616 Indian adults actively consuming entertainment on video and audio OTTs, 80 pc of whom were aged 35 or less.
Findings of ‘Digital Entertainment Insights: The Revival of Audio Entertainment’ reveal that work hours dominate audio listening habits at 55 pc between 9 am and 6 pm, contrary to the perception that audio is consumed the most during commutes. The 6 to 9 am window witnessed a 30 pc engagement rate, 6 to 9 pm accounted for 21 pc, while the number stood at 32 pc between 9 pm and 6 am.
This corresponds with findings that people engage with audio across various daily activities – 23 pc while cooking, 12 pc while carrying out household chores, 25 pc during work hours, 16 pc while commuting and 15 pc during fitness activities. For a third of respondents, audio was a means to relax and unwind.
The survey revealed that 57 pc of respondents watch less than 60 minutes of video OTT content per day, while 18 pc dedicate over two hours to video consumption daily. The findings corroborate a common pain point – 43 pc spend over 30 minutes on video OTT platforms for content discovery.
Audio series was the preferred audio content format, accounting for 41 pc of overall consumption followed by music with 29 pc. Audiobooks and podcasts were preferred by 20 pc and 10 pc respondents, respectively. On average, users said they spend 140 minutes daily on audio series, followed by music (67 mins), podcasts (50 mins) and audiobooks (35 mins).
According to the survey, 44 pc users pay for audio content. A third of those who pay spent over Rs.300 a month, while 13 pc spent Rs.100 to Rs.300 and 54 pc less than Rs.100 per month.
Shubh Bansal, VP – Growth, Pocket FM, said, “The survey findings reveal a compelling shift in consumer behaviour, with audio content surpassing video in terms of daily engagement. It is evident that audio series has become the preferred choice, stimulating binge-listening habits among listeners. As the digital world grapples with screen fatigue, the upsurge in audio entertainment is no surprise.”
Bansal added, “It is also intriguing to note that nearly half of the users are willing to invest in audio content, highlighting the value they place on engaging and premium experiences. These insights emphasise the need to adapt and provide diverse, high-quality content that caters to the changing preferences and demands of the audience. It is an exciting time for the audio industry to evolve and innovate with newer formats that deliver captivating audio experiences and resonate deeply with the users.”
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