Maybe the world rules the International Content of audio right now, but regional languages will shape the audio universe.
In India, a growing market exploring how the regional languages are playing the audio market.
Executive Editor of Afaqs has conducted a moderated session and panelists Dheeraj Sinha, Leo Burnett South Asia’s CEO and CSO; Garima Surana, co-founder and CBO, Sochcast; Sukriti Sharma, Storytel’s India brand head; Vipul Bathwal, VP, podcasts and monetization products, Gaana.
The session was first started by Gangal, doing sessions in Indian languages few are recurring themes are standing out, mismatch the supply of the high demand of good content in regional languages and need of fixing the local languages and monetization being the biggest point.
The languages available on their platform are English to non- English content, and how much content is free and behind the paywall.
Talking about the modern audio streaming market in India culture of traditional oral knowledge, there are more than 150 million active users on Gaana. And more than 70 percent coming from the non-English languages. Gaana has 16-17 languages on offer from a music standpoint and at podcasts offers six or seven languages. On this music platform, anything we can stream is free, but if we want to download, we need to pay.
Globally there are 1.5 million subscribers, and in India, there are thousands of thousands of subscribers. In November 2017, when entering into India by launching primarily in English, and now there is 80 percent in base languages. Now there are 11 languages and three are at to go.
There is a quick increase in the original content, which is about 18000 minutes in different languages like English, Telugu, Hindi, Bengali, Gujrati, Kannada, Marathi, Punjabi, and others. Every time relatable content will be hit first. To be relatable, changing the languages and twisting it to the Indian Audience.
Indian for many decades it has oral tradition and even pop culture, two decades ago people are holding radio and listening to commentary. The main factors to build the new idea and framework are Relevance + Popularity+ Familiarity are the three factors.
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