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Indonesian podcast app takes on Spotify with local content
Noice wants to challenge big names in the audio-streaming industry as the "go-to platform" for hyperlocal content.
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Audio-streaming platform Noice is displayed in Apple’s App Store. The Indonesian start-up aims to capitalize on the rising popularity of podcast streaming in Indonesia. (JP/Eisya Eloksari)
H
ome-grown audio-streaming app Noice has big plans for 2022 as it seeks to acquire more users and monetize its business to capitalize on the podcast-streaming trend in Indonesia.
Streaming services have gained much traction amid social restrictions imposed during the COVID-19 pandemic. Indonesians aged 15 to 29 are willing to spend up to two hours listening to podcasts, according to Nielsen’s February – July Consumer and Media View (CMV) report.
“Our focus at the moment is to grow our user base. We don’t have any plan yet for monetization. However, [paid content] is one of our focuses for next year,” Noice chief business officer Niken Sasmaya said in an online press briefing on Tuesday.
She went on to say that the company also planned to hire more talent, develop the technology of its app, expand its content catalog and add more features.
Noice has around 1 million users across Indonesia, most of whom are 18 to 34 years of age and live in big cities like Jakarta, Surabaya, Bandung and Makassar.
According to the company’s data, users on average spend more than an hour a day on the app, listening to topics such as comedy, hobby and horror.
Nielsen Indonesia executive director Hellen Katherina said that, while local podcast platform penetration was still low compared with big names like YouTube and Spotify, local content could help the platform reach a large audience.
