Building The Future Of Audio

Relevance, familiarity and popularity promise a high growth trajectory and a shining future for audio ventures

- Dheeraj Sinha

WHEN WE THINK of digital marketing campaigns, we instantly relate them with witty one-liners, powerful images, and eye-catching video ads. Where does audio fit into all of this? It’s one of the oldest mediums of advertising and is now fast becoming an integral part of digital advertising.

Audio has always been embedded in our culture. India has centuries of rich oral tradition and even as recently as two decades ago you’d see people holding the radio to their ear and listening to cricket commentary.

We may not realize this, but even today we are plugged into audio – from music streaming apps to audiobooks, from podcasts to intelligent voice assistants, slowly but surely, audio is coming back into our lives through new formats.

In a digital age where anyone with a smartphone can record a video, and there’s a video to watch for anything and everything, what role would audio play? Well, to begin with, we are already consuming audio content even through video platforms like YouTube and Instagram reel. The YouTube video platform is currently the largest destination for music in India.