India is emerging fast as an audio market. Already, we have learnt about podcasts. Let us not be obsessed with definitions. It could be podcasts or audiobooks or originals or whatever. Such compartmentalisation would not apply — the user behaviour is the same.

Here we are talking of non-music content. India is emerging as the fastest growing podcast listening countries in the world. It has close to 60 million monthly listeners.

Audiobooks have a greater reach than the podcasts. Amazon tapped this opportunity. It has launched its Audible in 2018. Storytel is another Sweden-bases app. Indian start ups are Pratilipi, Pocket FM, Khabri, Kulu FM, Aawaz and Headfone. Each of these vie for the ear share. These products are available in regional languages. Actually, Amazon Audible created a new category. Later they launched Audible Suno. Several million downloads on Google Playstore indicates the reach of the platforms.

India is not format conscious. Indian consumers are after the content. India should be treated as an audio market. What is a podcast to some my be just audio content to some others.

Though video consumption is competing with audio consumption, there are certain advantages of audio consumption. Audio could be consumed at any time of the day, while cooking, doing household chores, spending time with the family or while relaxing in the evening. As listeners we are engaged with the active viewing of the video. Non-music audio apps encourage passive listening. It appears at a time when reading habit is on the wane. Self publishing platforms can convert the books into audio formats. Spotify has decided to improve its podcast portfolio in India.

The platforms also promote voice-enabled searches as it is easier than typing.

Indians, it is believed, will be reluctant to pay for the content. This is a myth. Indians are ready to pay for quality content.