In an era, where leading a fast-forward life became normal for people, a wave of nostalgia seems to have swept through the digital landscape. From mythological content to classic tales, people have been tuning into several contents which are based on famous literary creations. It is believed that platforms like Spotify and Kuku FM, among others have been reshaping how people engage with these evergreen treasures. “In 2023, four of the top 10 podcasts on Spotify in India were of the mythology or spirituality genre. It included the most streamed podcast of that year with the genre growing by over 80% through the year. Some of the top-performing spiritual or mythological podcasts on Spotify in 2023 were Shrimad Bhagavad Gita, Krishna-The Supreme Soul, Mahabharat Gaatha, The Stories of Mahabharata, and Osho Hindi,” a Spotify spokesperson told BrandWagon Online.
To be sure, the audiobook market in India is growing. The revenue in the audiobook market in India is expected to reach $355.10 million in 2024 and is expected to demonstrate an annual growth rate of 10.51% (CAGR 2024-2029), leading to a projected market volume of $585.30 million by 2029. To cater to this large market, platforms like Red FM, Big FM, and Kuku FM among others have been producing several classics and literary-based audio content. As per experts, there is an upward trend in the performance of stories based on nostalgic figures or historical events. “Kuku FM is home to many audio shows that bring literary and childhood icons to life, like Chacha Chaudhary. Bringing in inspiring heroes from our history and mythology like Chanakya, Shivaji Maharaj, Kalki, Eklavya, and more to classic tales of Poniyyin Selvan, Chandrakanta, and The Shiva Trilogy. Owing to our recent partnership with the legendary author, we’re all set to reintroduce an entire generation to the magic of Jeffrey Archer’s literary world soon,” Kunj Sanghvi, VP – content, Kuku FM said.
Moreover, it is also believed that there have been various socio-economic factors behind the rise in demands for spiritual and religious content. Experts opined that societal shifts and subtle polarisation along with the pandemic contributed to this rise in demands. “Community building has become crucial, with spiritual content fostering a sense of belonging. At BIG FM, our flagship campaign ‘Dhun Badal Ke Toh Dekho: Season 2’ featured Sadhguru as the host, guiding audiences on a journey to seek inner peace and clarity. Meanwhile, our initiative, ‘Ayodhya Ki Oar,’ featuring BIG FM RJs at the Ram mandir inauguration, provided a direct connection to this historic occasion,” Abe Thomas, CEO, Reliance Broadcast Network Ltd said.
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