The demand for enhanced audio experiences to continue to grow in 2022

Over the last few years, the consumer’s relationship with audio has evolved drastically. Whether it is listening to music, streaming content online or tuning to podcasts, the audio consumption in everyday lives has accelerated at a thundering speed.

Audio has been increasingly integrated into consumer lives completely changing the way content is consumed, shared, and created. As digital connectivity continued to become central in everyday habits, audio has become intrinsic in our lives, enabling shared virtual experiences, the rise in demand for richer smartphone audio quality that consumers do not want to compromise on.

CyberMedia Research (CMR) recently conducted a study to comprehend consumer insights on audio for smartphones and consumer preference for object based next-generation immersive audio technology like Dolby Atmos. As per the study findings, audio quality is the top-most driver (69%) influencing consumer smartphone purchases, ahead of battery (65%) and camera (63%). The survey highlighted that the consumers are now demanding refined better audio experiences.

As the world starts to open-up, and we return to the new normal, we can expect the following audio trends to shape up our content consumption behaviour:

The rise in demand for an immersive entertainment experience

Ashim Mathur, Senior Director, Emerging Markets, Dolby Laboratories

With a tremendous increase in content consumption of all forms, there has been an evolved consumer demand for quality audio and their willingness to invest in a premium streaming service for better clarity, depth, and a more realistic audio experience. Consumers seek immersive entertainment experiences everywhere – at home or on the go.

Earlier this year, Kantar did a study to understand various music consumption habits among Indian consumers. The findings reveal that 9 out of 10 active music listeners believe premium audio quality is important while streaming music on smartphones and prefer a personalized music experience rather than a shared one.

This demand for quality audio experience extends to the living room as well. As people started to spend more time at home, consuming content in their living rooms, the demand for a cinematic immersive experience in the comfort of their home has increased immensely. To understand this shift in consumer behaviour, Dolby conducted a global Consumer Study with Wakefield Research which revealed consumers’ increased willingness to invest in premium quality content and devices to be able to have an enhanced audio and visual experience. The survey found out that 88% of Indian respondents have invested in upgrading their streaming services in the past six months, while 96% of Indian respondents plan to upgrade their entertainment equipment in the next 6 months.

Given the importance of audio in enhancing one’s entertainment, this desire for a quality, immersive audio experience will continue to grow in 2022.

Music streaming in Dolby Atmos

Music is an extremely personal experience for people. The listeners today are seeking better quality and enhanced music-streaming experiences. Many leading music streaming services are catering to the emerging listener base seeking high-quality audio that allows them to hear their music the way the artist intended. Recently Apple has announced Spatial Audio with support of Dolby Atmos on Apple music to cater to this demand by providing immersive audio experiences with true multidimensional sound and clarity. When the listener plays music on a device enabled with Dolby Atmos, the device receives the audio signal and re-creates the exact placement of every sound, making the listener feel the music all around them.

Podcasts

Bolstered by prolonged stay-at-home periods, the demand for podcasts gained focus. While earlier, people jammed to music, during and after lockdown they were tuning to more audio formats primarily podcasts while doing household chores, exercising at home or even while working. Podcasts became a convenient way for many to acquire knowledge. It became a popular source of entertainment and information.

To fulfil the consumer’s aspirations for quality audio experience, Dolby collaborated with Earshot – a podcast streaming service application to enable content in Dolby Atmos for their consumers. This allows listeners to receive an immersive audio experience in multiple Indian languages including Hindi, Bengali, Assamese, and Bhojpuri in addition to English on mobile phones.

As the economy has started to open-up, the demand for podcasts will continue to rise. Whether it is while driving back to their offices or going out for walks or jogs, podcasts’ popularity will remain consistent.

Superior and premium digital audio experiences are now increasingly shaping the consumer’s daily hygiene and enhancing their emotional connections with loved ones. Ultimately, the desire for more human connection will continue in the future and immersive experiences can help fulfil this demand. The elevated entertainment experiences will help these bonds grow stronger.

Author: Ashim Mathur, Senior Regional Director, Japan & Emerging Markets at Dolby Laboratories