Pocket FM Survey Reveals Audio Entertainment’s Rising Popularity and Shift in Consumer Behavior
- ByStartupStory | July 4, 2023
Pocket FM, the audio OTT platform, has released the findings of its comprehensive entertainment consumption survey titled “Digital Entertainment Insights: The Revival of Audio Entertainment.” The survey highlights a remarkable shift in consumer preferences towards audio content, with users now spending more time on audio than video. The emergence of audio series as the most consumed category has stimulated binge-listening behavior and transformed audio entertainment into mainstream entertainment.
According to the survey, audio series has become the preferred audio content format, accounting for 41% of overall consumption, followed by music (29%), audiobooks (20%), and podcasts (10%). The captivating nature of serialised audio fiction stories in audio series has captivated listeners, with users spending an average of 140 minutes daily on audio series—surpassing the time spent on music, audiobooks, and podcasts.
Shubh Bansal, VP – Growth at Pocket FM, expressed his thoughts on the survey’s findings, stating, “The survey findings reveal a compelling shift in consumer behavior, 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.”
The survey also unveiled interesting insights into audio consumption habits. Contrary to popular belief that audio content is mainly consumed during commutes, people engage with audio across various daily activities. Cooking (23%), household chores (12%), work hours (25%), commuting (16%), and fitness activities (15%) are among the activities where audio is listened to. Additionally, 33% of respondents highlighted audio as a means to relax and unwind.
The survey highlighted that work hours dominate audio listening habits, with the morning hours (6-9 am) witnessing a 30% engagement rate and the most productive period of the day (9 am to 6 pm) accounting for a significant 55% engagement rate. Evening hours accounted for 21%, while leisure hours at night accounted for 32% (9 pm – 6 am).
Interestingly, the survey indicated that people spend more time on audio than video. While 57% of respondents watched less than 60 minutes of video OTT content per day, 18% dedicated over two hours to video consumption daily. Furthermore, 43% spent over 30 minutes on video OTT platforms for content discovery.
Bansal emphasized the willingness of users to invest in audio content, stating, “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 emphasize the need to adapt and provide diverse, high-quality content that caters to the changing preferences and demands of the audience.”
The survey was conducted online between April 23rd and May 9th, 2023, among 9,616 active internet users in India who consume entertainment content on video and audio OTT platforms. The respondents were diverse in terms of gender, with 55% male and 45% female, and predominantly within the 18-35 age group (80%).
Pocket FM, founded in 2018, has been at the forefront of redefining the audio OTT space with its pioneering audio-series category. The platform has become the preferred destination for a refined storytelling experience, offering diverse and engaging content that caters to the evolving preferences of its users.
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