71% of Indians prefer consuming audio content on their smartphones: Pocket FM

Pocket FM has rolled out the second leg of its entertainment consumption report ‘Digital entertainment insights: Audio takes the centre stage.’ 

The survey, conducted between 28 October and 15 November 2023, encompassed a diverse cross-section of the Indian population, with a sample size of 22,442 internet users. 

The results offer an overview of digital entertainment preferences across urban and rural landscapes in India.

This quarterly survey, conducted nationwide, underscores the digital consumption of the nation, providing insights into the preferences, behaviours, and attitudes of internet users towards various forms of digital entertainment.

The rise of audio

The survey showcases a shift towards audio formats, with 81% of individuals engaging with audio entertainment daily. Storytelling emerged as a primary catalyst, capturing the hearts of one in three users. Convenience and content diversity also played pivotal roles, influencing every 4th and 6th user, respectively.

In terms of devices, 71% of users prefer consuming audio content on their smartphones, underlining the convenience and accessibility of mobile devices. 

Notably, 29% opt for tablets, smart TVs, desktops, and other devices, reflecting the rise of audio consumption, at home and in the workplace.

Genre preferences and episodic content

Drama emerged as the leading genre, captivating 22% of users, followed by suspense and thriller at 21%. Romance, sci-fi, and comedy rounded out the top five genres. 

Users expressed a strong preference for concise, episodic content, with 40% leaning towards shorter episodes lasting 5-15 minutes. This preference aligns with the evolving nature of content consumption in the digital age.

Audio beyond entertainment: A mental wellness specialist

Audio's significance extends beyond mere entertainment, positioning itself as a valuable tool for stress relief and enhanced focus. 

A notable 44% of users turn to audio for stress relief, while 30% leverage it to create an immersive environment for improved concentration.

Trust and recommendations

Trust plays a pivotal role in content selection, with 42% relying on platform recommendations. 

Friends and family (17%) and social media (21%), influence content choices significantly. Surprisingly, influencers have minimal impact, swaying only 6% of users.

Zooming into specific audio content, audio series steal the spotlight, with 74% garnering five-star recommendations. This outshines TV entertainment, online music, and video OTT, signalling a notable shift in audience preferences.

Shifts in entertainment consumption patterns

The survey reveals a seismic shift in user preferences, with 31% transitioning from online music to audio series. Additionally, 16% shifted from social media and short video consumption, while 20% believed that audio series replaced their video streaming habits.

Monetisation trends: Pay for play

As the audio landscape evolves, so do monetisation trends. While 23% prefer subscription-based models, 37% are open to paying for individual episodes. Ad-supported and promotional models still resonate with 40% of users.

Rohan Nayak, CEO, co-founder, Pocket FM, said, "The outcome of the survey reflects a remarkable shift in consumer content consumption preferences, signalling the rise of audio as a dominant force in the entertainment landscape."