Music is the second most consumed audio content, as it is preferred by 29% of internet users, followed by audiobooks and podcasts, which are preferred by 20% and 10% of internet users, respectively.
The survey titled Digital Entertainment Insights: The Revival of Audio Entertainment was conducted between April 23 and May 9 this year among 9616 internet users from India who are actively consuming entertainment content on video and audio OTTs.
Of the 9616 internet users, 55% of the respondents are male, while 45% are female. About 80% of respondents are in the 18–35 age group, and the rest are older than 35 years.
The survey highlighted that audio series has become popular due to their ability to captivate listeners with their serialised audio fiction stories, with users spending 140 minutes daily on average on audio series, which is higher than music (67 minutes), audiobooks (35 minutes), and podcasts (50 minutes).
44% of users, according to the survey, pay for audio material. With regard to their monthly spending, 33% of them reported spending more than Rs. 300, 13% between Rs. 100 and Rs. 300, and 54% less than Rs. 100.Speaking on the findings of its Digital Entertainment Insights, Shubh Bansal, VP, of 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 further 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 users.”
Contrary to popular belief that audio content is predominantly consumed during commutes, the survey revealed that people engage with audio across various daily activities.
It was discovered that 23% listen to the audio while cooking and 12% while carrying out household chores. 25% of people listen to audio during work hours, 16% while commuting, and 15% during fitness activities. Moreover, 33% of respondents highlighted audio as a means to relax and unwind.
In terms of consumption pattern, Morning hours (6–9 a.m.) witnessed a 30% engagement rate, followed by a significant 55% during the most productive period of the day, 9 am to 6 pm. Evening hours accounted for 21%, while leisure hours at night accounted for 32% (9 pm–6 am).
Interestingly, the survey revealed that people spend more time on audio than video. While 57% of respondents watch less than 60 minutes of video OTT content per day, 18% dedicate over two hours to video consumption daily. Moreover, 43% spend over 30 minutes on video OTT platforms for content discovery.
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