"If you think of audio as the way you think of, say, film, like we're still in the black-and-white period. What's the colour going to look like? What's 3-D going to look like?"
- "Today, Explained" host Sean Rameswaram on Recode Decode
The term podcasting was invented in early 2004. The audio wave was still not on the horizon. However, players like Apple had already integrated this rising content medium with their products. Soon started the hot trend of listening and creating audio content that we see today across platforms like Spotify and Apple Podcasts. Typically, the time frame for an audio episode is about 30-70 minutes. Most of these hour-long episodes are content-heavy, therefore posing a challenge for listeners to test their undivided attention and time. Since 2004 and the decade that followed, people have realised their limited time and attention capacity; owing to these constraints, they look for shorter, crisper, and to the point content. This shift in consumer behaviour is one of the elements which formed the basis of support for the short audio content market in general.
Besides, it has been seen that people prefer consuming audio content for certain topics over a visual representation of the same. Audio saves time as there is no need to pay more attention; the audio proves to be enough. Consuming information via audio is liberating and gives users the flexibility to pursue other tasks.
The discovery & distribution of information via the current audio ecosystem is broken. The audio category is still waiting for its TikTok moment. Going viral in the audio space, unless it is a song, is unheard of yet. But, the possibility is not ruled out completely. Short audio content houses are working towards making quality content ubiquitous. Nooble is one such company.
A little on Nooble
Nooble is a social audio platform where people create, discover and share information via short audio clips of fewer than 3 minutes. Nooble began as a place to consume open source university courses via audio. Today, they have moved on to build a platform for short-form audio content. It leverages the power of online communities and easy creation tools to deliver the next-gen social audio experience. Users create audio newsletters on nooble and share them with their followers. Listeners discover exciting content via a curated self-playing discovery feed. Nooble is also building tools to gamify the entire experience of audio consumption and creation.
Nooble is built by a team of auditory learners. Harsh Aggarwal, Shantanu Garg and Vikranth Kumar together have experience building several consumer-tech, audio-tech & deep-tech products in the past.
Published on: September 29, 2021