Audible is adding new Hindi audiobooks in partnership with online reading platform Wattpad. “We bring already popular and beloved stories to life on Wattpad in the audiobook format, and provide a whole new experience for Wattpad readers as well as other listeners,” said Shailesh Sawlani, Vice President and National General Manager. , Audible India at indianexpress.com .
Audible is adding popular romance titles from Wattpad, a social media platform where readers can read and write original stories, to its catalog in India and these stories will be available for free. He plans to add more Wattpad hits to his catalog throughout 2022.
The platform has also added new podcast shows as part of the free content. The list includes Pitching Pyaar, Old School Romance and Dil Local 2. It also adds the Permanent Roommates Season 3 podcast to its catalog. This will only be available on the Plus catalog for paying members.
Audible doesn’t reveal India’s stats, but says the platform has around 3.4 billion hours tuned globally. Sawlani said India remains one of the fastest growing markets for Audible. “The number of trials that are happening and trying out a platform or service that has continued to be very strong,” he said.
Although the Amazon-owned company is aware that the audio category is still in its infancy in India, it hopes to increase its awareness.
“How to expose people and get them to experiment with the different formats is very important. I think digital subscription payments as a whole are also new. And that’s something we’re well aware of and willing to invest in over a period of time,” the Audible VP said.
When asked if Audible has seen a clash between podcasts and audiobooks, and if audiences will consume more of the former, Sawlani said that for them, audiobooks continue to take the lion’s share of the listen.
“It is too early to say what the dominant format will be. Sure, some podcasts have a dedicated audience and keep people coming back so they keep coming back each week. It is therefore an influencing factor. But then audiobooks tend to provide a deeper and deeper experience that’s very focused on a particular topic or topic,” he pointed out.