Charting the New Streams

As a podcast content platform, Noice is starting to show substantial growth in the Indonesian market by focusing on local content and multi-vertical audio.

- Apriza Pinandita

In recent years, the growth of on-demand audio content, particularly podcasts, has been tremendous and reports indicate the local podcast industry is on the verge of achieving some prominence. According to Spotify 2020 reports, more than 20% of its Indonesian users listen to podcasts on a monthly basis, the highest rate in Southeast Asia and significantly higher than the global average, whilst Nielsen's research indicated that there were more than 3.6 million podcast listeners locally in 2020.

However, according to social media management platform HootSuite, the average amount of time spent by Indonesian users on podcasts is still relatively low in comparison to other mediums, at 44 minutes per day. Noice, a home-grown on-demand audio startup, views this situation as a fruitful opportunity to expand its business. Noice is ramping up its efforts to become the industry's market leader and one of Indonesia's best local platforms under its new leadership and with its recently raised new funding in hand.

“Over the last decade, we've witnessed numerous disruptions in the video segment, but none in the audio segment. That is why, with the help of technology, Noice is here to be the new alternative disrupting audio content,” says Rado Ardian, CEO of Noice.

Noice was initially launched in 2018 as a radio streaming app for a radio network owned by Erick Thohir's Mahaka Media Group. Noice added podcast content to its platform in 2019 and has increased its content development efforts since last year.

It now serves over 800,000 registered listeners across Indonesia and has grown to become the largest podcast network in the country, with over 100 original shows. Noice's goal for this year is to double its user base to 1.5 million.