iWorld
Triton Digital and VTION Digital demonstrate effectiveness of podcast in new study
Mumbai: The global technology and service provider to the digital audio and podcast industry, Triton Digital, has unveiled the results of their “Podcast Advertising Effectiveness Study,” commissioned with VTION Digital Analytics, a leading digital consumer behaviour intelligence platform.
The survey highlights the strong growth of podcast listening in India and the effectiveness of podcast advertising to drive brand and product recall.
According to the study, on an average, audio content consumers in India listen to podcasts three to four times per week. In metro cities, this rate is even greater, with 70 per cent of respondents listening to podcasts weekly and 30 per cent listening daily.
He added, “Our study further demonstrates a high brand recall in the region and a willingness to receive additional advertisements, setting the medium up for a long future of success.”
Additional key findings of the study include:
Podcast listeners are willing to listen to ads. In fact, out of the total respondents who have reported ever hearing a podcast ad, 42 per cent had no issues with hearing ads in the middle of podcasts that are free.
Advertising frequently leads to purchases. 80 per cent of listeners who have heard of a product are interested in learning more about it, with 29 per cent claiming to have bought the product they heard advertised.
Podcast advertisements catch people’s attention. 40 per cent of listeners state that ads in between podcasts always or often capture their attention, with 40 per cent of these listeners saying they trust these advertisements.
“We are grateful to be commissioned by Triton Digital to study the state of podcast listening in India and measure the effectiveness of podcast advertising in the region,” said VTION Digital Analytics chief executive officer Manoj Dawane.
“Podcasts are clearly becoming a popular medium in India. It is great to see listeners respond positively to podcast advertisements as well,” he concluded.
The report surveyed 354 VTION panellists who defined themselves as podcast listeners between 1 August and 7 August. Triton Digital will be sharing these results at Radiodays Asia, 6-7 September in Kuala Lumpur, Malaysia.
Check the full report here: (Embed Link) https://info.tritondigital.com/podcast-advertising-effectiveness-survey
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
