Shailesh Sawlani: Audio Content Isn’t Just About Convenience; It’s About Immersive Storytelling And A Departure From Screen-Centric Entertainment

As people from all over the globe enjoy World Audio Drama Day, we caught up with Shailesh Sawlani, Country Manager – India for Audible. He opens up about how the audio industry, including podcasts, audio dramas and audiobooks are getting support from platforms like Audible. Not just content creators who’re new to this field, but even the content creators who’re experienced and already have made a name for themselves, they too are able to get help from such audio platforms.

Even though he evades the question on the revenue sharing model of Audible with its content creators, Shailesh Sawlani does give in a lot of other insights in the audio industry. Talking to Prateek Sur, he opens up on the new wave of audio content including podcasts, audio dramas and audiobooks as an entire industry. Also, he gives his piece of mind on where this industry is headed and if or not this will be just a fad that people used to be interested in during the lockdown years.

Excerpts from the candid chat:

How does a platform like audible select which young talent (podcaster or audiobook or audio drama) they should take on and which they shouldn’t, considering that they’re not pre-established big names like Devdutt Pattanaik, etc?

At Audible, our approach to selecting talent in the podcasting space, is driven by our commitment to delivering high-quality and diverse content to our listeners. While established names in the podcasting industry bring their own unique appeal, we believe in nurturing emerging voices and talent too. Our selection process is multifaceted. We work closely with creators, producers, authors, and narrators to deeply understand the content and its specific requirements.

So, how do you showcase diversity in such selection of talent?

We prioritize diversity in talent to provide a wide range of perspectives and genres to our audience. Each genre demands distinct vocal qualities and storytelling skills, and we tailor our selection process accordingly. We rely on feedback to ensure that the narration resonates with our listeners, creating an immersive experience for them. Our goal is to foster a community of storytellers and creators who share our passion for audio storytelling.

What is Audible’s end goal here?

As Audible continues to invest in India’s entertainment ecosystem, we look forward to not just discovering but also supporting the next generation of talented voices in podcasting and beyond.

How does Audible help them in creation, promotion, branding, monetizing, etc?

Audible plays a pivotal role in this. We are dedicated to fostering a creative community in India, collaborating closely with writers, narrators, studios, and other talents to deliver top-notch audio storytelling. Our tailored approach to narrator selection considers the unique requirements of each genre, be it a gripping mystery, a heartwarming romance, or an enlightening non-fiction work. Audible invests in both creators and talents, building a thriving community united by a shared passion for storytelling. As we continue to expand in India, we look forward to enriching the audio entertainment landscape and offering compelling opportunities for content creators to reach a global audience.

Where is the audio industry (podcasts, audiobooks, audio dramas) headed in the next 5 years?

The industry is poised for substantial growth over the next five years. According to a PwC report, India is the third-largest podcast listening market in the world. Therefore, the demand for original and engaging content will continue to drive investment in the audio streaming services will invest in exclusive podcast deals, acquisition of bestselling books and the production of original content to attract and retain members.

Will the audio industry just remain a thing that people fancied during the lockdown years, and soon it gets vanished?

The pandemic did accelerate its popularity, but this growth is rooted in changing consumer preferences. We’ve seen remarkable growth in audio content consumption, with a 39% increase in paid member listening hours in India in 2022.

Is the success of audio content rooted in convenience listening?

Commute listening is driving further audio consumption. However, the success of audio content isn’t just about convenience; it’s about the immersive storytelling experience it offers, a unique departure from screen-centric entertainment. In India, with increasing screen time and a diverse audience, there’s ample room for growth. The FICCI-EY study forecasts the Indian audio OTT market to reach $1.1 billion in the next four years and $2.5 billion by 2030.

What about new innovation in this field?

We’re committed to continuous innovation, offering diverse content to cater to evolving tastes, and making audio accessible with a free tier to introduce more users to the world of premium audio. The podcast industry is not fading away; it’s only getting started.

Also, how does Audible help newcomers and established names generate revenue? What sort of a revenue sharing model does Audible have with the podcasters?

With India continuing as a growth marketplace for Audible, we remain unwavering in our commitment to expanding our offerings and continue to offer listeners with exceptional content. We are also focused on delivering high-quality content in regional languages, as we’ve observed a significant increase in the demand for non-English content.

Why should one choose Audible more than any other platforms like PocketFM or KukuFM or Spotify, etc?

Our vast library of thoughtfully curated content, including audiobooks, podcasts, and original shows, caters to both local and global tastes. We are continually exploring new opportunities to enrich the listening experience, making Audible a sought-after service for those seeking exceptional and culturally relevant audio content. Audible caters to anyone looking to set on a journey of knowledge, entertainment, and inspiration.