Audible’s unlimited listening plan comes as Indians tune into audiobooks
16/10/2021
New Delhi, Oct 15: Audible, Amazon’s online audiobook and podcast platform, is making significant changes to how paid subscriptions work in India as well as adding more content for free-tier users. It is upgrading all paid subscribers to the Plus tier to open access to over 15,000 titles in English and Hindi and reducing the need for monthly credits to add certain audiobooks to the library. This will add access to Audible Originals and podcasts. Free users will now be able to listen to over 150 exclusive podcasts and Audible Originals as well.
The changes to the Audible subscriptions in India possibly come as a reaction to the engagement metrics, which while Amazon does not illustrate in numbers, are leading the way for all markets the company is present in. The Plus update is now rolling out for Audible’s Apple iPhone and Android apps, as well as access on Amazon’s Echo smart speakers.
Indians finding the time to listen to audiobooks: “India is leading the growth and engagement metrics for audiobooks, with paying members averaging engagement of 2.5 hours every day,” said Shailesh Sawlani, country head, Audible. He said in the pre-Covid times, audiobook user engagement usually spiked between 9 am-11 am and 5 pm-7 pm. This coincided with the travel to office and back. That has changed since.
Sawlani said since the pandemic hit, the audiobook listening hours have shifted through the day, depending on convenience and when work from home routine permits. “Listening hours have remained solid but spread through the day now.”
There is still some visible increase in audiobook listening at specific points of time during the day, such as pre-lunch or in the evening, coinciding with the evening walk window for many users. Audible users are also plugging in during the chore duties at home.
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