How Pocket FM’s audio series became a showstopper and stole the show from audiobooks and podcasts

From silent films to 3D movies to short videos and film reels, the world of entertainment has seen many innovations over the past few decades. But until recently, most of these have focused on video.

In the entertainment industry, “audio” meant “music.” Although there were attempts to renew audio entertainment with podcasts and audiobooks, success was limited.

The need for renovation became even more acute after the COVID-19 pandemic hit the world. People were forced to stay in their homes as governments around the world announced lockdowns to fight the deadly coronavirus. Over time, people developed screen fatigue due to spending too much time in front of screens for work and entertainment – be it laptops, computer screens, smartphones or televisions.

Naturally, the need for an alternative vehicle for entertainment (or “infotainment”) became apparent, and audio became the preferred choice due to its advantages. One can listen to audio-only entertainment content while multitasking, whether cooking, walking, running, exercising, driving, or other daily life activities. And unlike videos, audio-only content can be consumed effortlessly as it does not strain the eyes and ears at the same time.

Pocket FM, an Indian startup founded in 2018, has introduced a new form of audio content that aims to redefine non-musical audio entertainment with episodic content in the form of ‘audio series.’ Essentially, an audio series is a dramatic adaptation of a long story – whether fictional or not – presented in episodic form that can only be listened to.

Typically, a script is written based on a novel, novella or literary drama and then read by voice actors to tell the story. Background sounds are added before the script reaches the audience.

An audio series is similar to a television or web series, but presented in an audio format. In other words, an audio series is a revival of the ancient radio drama that many of our parents or grandparents heard on the radio, but in its modern form – a dramatic audio adaptation of stories presented in episodic form.

Like successful web series, Pocket FM’s audio series are characterized by gripping storytelling, intriguing plots, well-developed characters, engaging content, and a well-thought-out strategy of ending each episode at a point where the listener asks, “What happens next?” This cliffhanger ending to the episodes brings listeners back to the platform, increases their engagement, and sometimes entices them to listen to the show in one go.

Audiobooks, another popular format for non-musical audio entertainment, are simply real books read aloud. There is no dramatization – just the printed text of a popular book being read aloud – although sometimes it is an abridged (i.e. shorter) version of the original text. A podcast, on the other hand, is usually an audio program provided in digital format for download over the Internet.

In both cases, the key elements of dramatization and a larger, overarching narrative are missing. Audiobooks are typically narrated by a speaker, and podcasts are often serious conversations between two or more people. Both audiobooks and podcasts lack the sense of curiosity and tension-building that is essential for long-term engagement.

Audio series have emerged as the most popular and preferred entertainment format compared to other formats like music and videos, with 67% of listeners giving 5 stars to Pocket FM’s engaging audio content. Moreover, about 36% of users said that they have already switched from music to audio series for their daily dose of entertainment.

Interestingly, audio content is not just for entertainment. For many, it also serves a therapeutic function. About 65% of respondents said they use audio content to reduce stress, 17% to avoid distractions, and another 17% to improve concentration.