How Audio Streamers Are Harnessing AI

As audio streaming comes of age, companies turn to AI for a growth slingshot

- Samiksha Goel

Ankur Goel, a 32-year-old software engineer, first discovered Kuku FM through an ad on Instagram last year. Working remotely from his hometown in North India, Goel often turns to the app during short breaks. His listening habits aren't fixed—they are shaped by stories that catch his attention while scrolling through social media.

"I have subscriptions to Netflix, Prime and all the major OTT platforms, but I find myself opening Kuku FM and Pocket FM whenever I come across a particular story that piques my interest," he said. "I recently finished 'Secret Billionaire' (a drama series on Kuku FM), and the content quality is impressive."

Priyanshu, an engineering student from Delhi, recently switched from watching YouTube videos to listening to Kuku FM. Normally an avid consumer of fiction, he has recently started exploring non-fiction content on the platform. "I am addicted to the app as the audio quality and the vast variety of content is great. But I wish they could reduce the pricing of the subscription plans," he said.

Like Ankur and Priyanshu, hundreds of millions of users log on to audio OTT platforms periodically to entertain themselves. Indeed, audio content, which includes audiobooks, audio series and podcasts, is experiencing a global renaissance, with India emerging as a key market.

According to a 2024 Redseer report, even though it's still a nascent industry, the audio series segment has already captured an audience base at par with video streaming and OTT platforms, with 10-11% of that base comprising paid users.

"When we look at the big picture, we're talking about a whopping 1.3 billion potential users worldwide who are tuning into audio series," the report stated, adding that almost 27% came from India alone in 2023.

Pocket FM and Kuku FM, founded in 2018, publishing platform Pratilipi, which launched Pratilipi FM around 2020, and Hubhopper, a podcast platform started in 2015, came up to create the category.