Ad avoidance and the future of audio in India | WARC | The Feed

Podcasts have set content that listeners choose to listen to, while radio retains an element of surprise when it comes to music and interviews, and brands must use these insights to craft their messaging. 

Why it matters

Advertising revenue is important for both radio and podcasts but with more consumers seeking an ad-free listening experience, the challenge for channels and creators is to integrate advertising in a way that is non-intrusive without compromising on brand messaging – says one content creator at the ZeeMELT 2022 conference.