Time to tune in: Why digital audio must be in your media mix this year

Did you know that by 2026, India’s digital audio market is projected to reach 1.5 crore paid subscribers? Digital audio isn’t just another channel—it is the channel that brands are overlooking. Millions of consumers now turn to audio as their primary source of entertainment, information, and storytelling—during commutes, workouts, household chores, and beyond. And yet, while digital video and social media are saturated with ads, digital audio remains an untapped goldmine.

With advancements in ad tech, AI-driven targeting, and real-time analytics, digital audio delivers precision, personalisation, and performance like never before. It offers something no other medium does: an intimate, distraction-free environment where brands can forge deep emotional connections with listeners.

Still not convinced? Let’s bust the biggest myths about digital audio—and prove why now is the time to invest.

Myth #1: Digital audio is a passing trend

Some marketers still hesitate, believing digital audio is a niche or fleeting trend. But the numbers prove otherwise:

• 10,000 crore minutes of audio series were consumed on Pocket FM in 2024 alone.

• India is the third-largest podcast market globally, with 5.6 crore monthly listeners, behind only the USA and China.

• India is one of the largest and fastest-growing podcast markets globally, with millions of monthly listeners, behind only the USA and China.

• By 2026, India’s digital audio market is projected to reach 1.5 crore paid subscribers, driven by smartphone penetration, affordable data, and the rise of regional content.

Despite this explosive growth, digital audio still accounts for less than 10% of digital ad spends in most markets. While brands fight for attention in overcrowded social feeds and streaming platforms, digital audio offers a rare, uncluttered space to own consumer mindshare.

But now you can have the first-mover advantage. Brands that establish a strong presence today will dominate tomorrow.

Myth #2: Multitasking listeners don’t engage

It is easy to assume that because people listen to digital audio while doing other tasks, such as driving, cooking, working out, etc, they are not really engaged. But that is completely false. Audio ads actually drive stronger engagement than visual ads.

Do you know, why?

Audio ad enjoy a higher recall value. Unlike skippable video ads, audio ads blend seamlessly into a listener’s routine, making them harder to ignore. Studies show that audio ad recall outperforms display and video ads.

Audio provides a personal and intimate experience. Whether through headphones, smart speakers, or in-car systems, audio is a one-on-one medium—giving brands a rare opportunity to speak directly to consumers without distractions.

With digital audio, brands have to compete less for the attention of their target audience. Social media feeds and video platforms are cluttered with ads. In contrast, digital audio offers a clean, immersive space where brand messages can truly stand out.

The takeaway? Multitasking listeners aren not distracted. They are deeply engaged. And that’s exactly why brands should be investing more in audio, not less.

Myth #3: It is difficult to measure the impact of digital audio

Gone are the days when radio ads were impossible to track. Today, digital audio is one of the most measurable ad formats available. The following key metrics can help assess and provide details about returns on investment (ROI) on digital audio ads.

• Impressions and completion rates: These help you track how often ads are played and whether listeners engage with the full message.

• Brand lift and attribution: Advanced attribution models now connect audio ad exposure to direct business outcomes like website visits, app installs, and purchases.

• Podcast and audio series analytics: Brands can access deep listener insights, including completion rates, engagement levels, and audience demographics.

• Dynamic ad insertion (DAI): Unlike traditional radio, digital audio allows real-time, hyper-targeted ad placements, ensuring maximum relevance and impact.

With A/B testing, promo codes, and pixel-based tracking, digital audio has evolved from an ‘unmeasurable’ medium into one of the most data-driven, high-ROI advertising channels available today. The opportunity won’t stay underrated for long. The verdict is clear: Digital audio is not the future. It is already here.

Consumers have fully embraced digital audio. They’re already tuning in—100 billion minutes of audio series consumed on our platform in 2024 alone.

So the only question left is: Has your brand tuned in yet? Or are you still missing out? Now is the time to act. Before your competitors do.

– Vineet Singh, vice president – branding and communications, Pocket FM.