MxMIndia

Tag: IdeaBrew Studios

  • Offers actionable insights into consumer preferences

    The Podcast Pulse: Report unveils Podcast landscape

    The Podcast Pulse, a report on podcast consumption, has been released by UNPAC Research with the support of Ideabrew Studios.

    According to a communique on the report, in 2020, India surged to become the third-largest market for podcast listeners globally. This was with just 12% engaged with podcasts. That number has grown to 15%, leaving a vast untapped audience waiting to be explored. The Podcast Pulse addresses this gap by offering actionable insights into consumer preferences, content choices, favored hosts, and preferred platforms.

    The methodology behind The Podcast Pulse involved engaging 2,170 individuals across 10 cities in India, including Mumbai, Delhi, Chennai, Bengaluru, Kolkata, Ahmedabad, Lucknow, Indore, Patna, and Jaipur, the report gauged awareness and listenership statistics. Additionally, detailed interviews with 1,800 active listeners provided insights into their behaviour and preferences, a communique adds.

    Key findings from the report include:

    • 82% of respondents were initially unaware of podcasts, highlighting a significant opportunity for awareness-building efforts.
    • 78% of consumers discovered podcasts less than a year ago, indicating a recent surge in interest.
    • Authenticity and vulnerability in podcast conversations are highly valued by listeners, fostering a deeper connection with hosts and content.

    The report also explores consumption patterns, including weekday vs. weekend trends, preferred episode lengths, and the rise of regional language content. Regional podcasts are identified as a driving force in shaping the industry’s future, offering audiences a more relatable and culturally resonant listening experience.

    Said Sheetal Choksi, Director, UNPAC Research: “We believe The Podcast Pulse is a gamechanger, providing insights into India’s podcast consumption and offering a roadmap for creators and platforms to navigate the evolving preferences of Indian audiences, empowering industry professionals and stakeholders to unlock its full potential. As a podcaster myself, I experienced firsthand the challenges in accessing comprehensive data about our audience. Beyond some basic data, no one was able to answer questions like who was listening to podcasts, when, why certain genres did well, etc. This realization was the genesis of The Podcast Pulse – an earnest attempt to fill the void and provide actionable insights for the entire industry.”

    Added Aditya Kuber, CEO, Ideabrew Studios: “At Ideabrew Studios, we are passionate about fostering innovation in audio storytelling. The Podcast Pulse not only showcases the immense potential of podcasts in India but also underscores the importance of diverse and authentic narratives in shaping the future of audio entertainment. This report will be a definitive look into podcast consumption data for advertising agencies, brands and everyone looking to meaningfully engage with a large audience.”

  • To create, host, and distribute podcasts

    The Quint & Malayala Manorama partner with Ideabrew

    By Our Staff

     

    The Quint and Malayala Manorama newspaper have partnered with Ideabrew Studios to create, host and distribute podcasts.

     

    Through this partnership, Ideabrew Studios will host, distribute and monetise over 30 existing shows including top shows such as Urdunama, Qisse Kahaniyan and The Big Story. Together, they will also work to create rich content through new brand-led shows that appease the listener as well as benefit the brand partner.

     

    Said Shelly Walia, Executive Editor, The Quint: “The Quint has been a leader among digital news media companies in leveraging the power of sound through its episodic and serialised podcasts. Collaborating with Ideabrew Studios opens exciting prospects for us in terms of not only reaching out to our habitual listeners and finding new audience – but also getting to know them better. The data provided by Ideabrew is helping us better measure user numbers, understand user behaviour, and study demography in a more systematic manner. This year, there’s been an uptick in listenership across podcasting channels as the world returns to a post-pandemic normalcy – and for The Quint, the tie-up provides a timely opportunity to capitalise on this revival.”

     

    Speaking of its association with Ideabrew, Mariam Mammen Mathew, CEO , Manorama Online added: “”We are happy to start our relationship with podcast creators and hosting platform IdeaBrew. In a short time, our listeners have responded well to the interesting and rich content in English and Malayalam languages on different podcast platforms. Podcasting is disrupting the traditional radio space, making it an exciting time for the news industry. We are happy about creating rich news content that’s true to our brand and a refreshing cultural and technological change across our newsrooms.”

     

    Added Aditya Kuber, CEO of Ideabrew: “Whether it’s Covid-19 updates, political discord, a new space launch, or the latest celebrity shenanigans, news channels carry 24-hour news, giving you something to constantly ponder or worry over. Through our medium of audio content, Ideabrew aims to disrupt the way the audience receives and responds to daily news. Our podcasts are designed to engage in healthier outlets that allow our audiences the flexibility to choose when they want to consume their news and also stimulating formats in the form of in-depth analysis, interviews or opinions from experts on the subject to make news informative, wholesome and entertaining.”

     

  • Since its launch a year ago, senior mediaperson Ashraf Engineer’s show has built a dedicated, growing audience in India and across the world

    All Indians Matter completes 100 episodes

    By Our Staff

     

    The All Indians Matter podcast, hosted by senior journalist and communications leader Ashraf Engineer and managed by IdeaBrew Studios, will publish its 100th episode on September 4. The podcast, launched on Independence Day Eve last year (2020), publishes two episodes a week – a conversation with an expert on an issue on Wednesdays and solo commentary by Engineer on Saturdays.

     

    Said Engineer, who has also written on MxMIndia in the past: “In today’s times, audiences need a sane, clear voice that explains how national issues affect their lives every day. For instance, if the GDP-to-government debt ratio is high, how does it affect the common man’s budget? Or, if new farm laws are passed, what does it mean for prices of essentials and food security? People need clarity, someone to make sense of events for them. Unburdened by the organisational priorities of large media houses, independent media is uniquely placed to do this. The success of the All Indians Matter podcast is testimony to this,” said Engineer.

     

    Added Aditya Kuber, co-founder of IdeaBrew Studios, which manages 86 shows now: “All Indians Matter was the first of our podcasts to go live. We believe strongly in the concept. It now has a dedicated and growing audience, which only underscores how much the demand for high-quality news-related content is expanding. It is attracting significant advertiser interest too. It’s a matter of pride that the podcast is 100 episodes old and we look forward to the next 100.”

     

  • Presented by former journalist and currently senior communications specialist Ashraf Engineer and produced by IdeaBrew Studios, the podcast features commentary and conversations on issues that matter to India

    Ashraf Engineer’s All Indians Matter podcast tops Apple, Spotify roster

    By A Correspondent

     

    The All Indians Matter podcast has been featured as the top pick in Apple Podcasts’ ‘New & Noteworthy’ section and has shot up to No 11 on the Apple India charts after debuting at No 24. Earlier this month, it was among the top picks in Spotify’s ‘News & Politics’ section.

     

    Ashraf Engineer

    Presented by former journalist and senior communications professional Ashraf Engineer, the podcast is produced by IdeaBrew Studios. It was launched in August this year and offers commentary and conversations with and about India on issues that matter.

     

    The weekly podcast has 16 published episodes already and is available on Spotify, JioSaavn, Apple Podcasts, Google Podcasts and Hubhopper. About 20% of its listenership is from countries other than India and 80% of the audience is between 18 and 30 years of age, notes a communique.

     

    Said Engineer: “I launched www.allindiansmatter.in in early 2020 as a digital home for high-quality commentary on issues that matter to India. The idea was to explain how various events matter to citizens’ lives and why they should care about them. I was fortunate to receive the support of some veteran journalists and commentators, who contributed to the website. A few months later, IdeaBrew Studios suggested I extend the effort to a podcast – an idea that excited me.”

     

    Aditya Kuber

    Added Aditya Kuber, Co-founder of IdeaBrew Studios: “Our studio is a digital-age storyteller. We present quality content across genres, from news commentary to sports and lifestyle. All Indians Matter is special because it was our first presentation and we couldn’t be happier with its success. Amid the media noise and clutter, audiences are craving content that truly makes sense of their world for them – especially in the audio format. So, there is space for quality commentary on current affairs and national issues. Engineer, with his journalism background of nearly two decades in media organisations, has the right credentials for it. That it’s working is evident in the way audiences – especially the young – are taking to the podcast and also in the recognition the platforms are giving it.”