NMA Spotlight: The Rise of Audio

Podcasts might be just the first bite of a larger, emerging market.

From entertainment to news: audio is an attractive format for media organizations to engage with their audience. Not only does it work with different types of content, but also to reach different generations (think of your grandparents’ radio or their grandchildren skipping songs on their smartphones).

It is then no surprise that publishers have been avid to untapp the full potential of audio to increase their engagement and revenue. At the first edition of the NMA Spotlight Event, we shed a light onto the topic of audio and invited media managers and startup founders to share their insights – and exchange views – on the topic.

Here are some highlights:

Patrick Körting, Head of Audio at NOZ, shares the vision that “local newspapers are the smarter radio-on-demand of tomorrow”. He sees the market shift in audio – from entertainment to information (or a conversion of both)  – as a big driver for local newspapers to fill out the gap and deliver quality information through a format that suits well the new routine from users (think about the morning cup of coffee-news combo, but replace paper with sound).

Screenshot: Presentation Patrick Körting Head of Audio NOZ

BotTalk is quick to deliver that. With customers like Hamburger Abendblatt (part of the Funke Media Group) and local German publisher Mittelbayerische the startup is quick in automatizing the text-to-speech process by implementing one line of code. And the result of this machine learning sounds way more human than you think.

Screenshot: Rebecca Wahrlich of BotTalk

– And what happens when you do have the perfect audio produced, but fail in monetizing over it? The Norwegian startup Lytt powers a white-label solution, tested by companies like Schibsted Group and Politiken, to provide publishers a customized offer to distribute their podcasts while making some revenue from it.

– Discussions about audio should not leave out the developments for the music industry. “We don’t have a lack of content – we have lack of access to the content”, argues David Hoga, founder of musicube. The startup is powering an AI solution that answers questions about music in real time. For publishers it means a new way to look into personalization of content and also discovery of content about songs and musicians. 

David Hoga presented musicube

Spotlight is an event series hosted by next media accelerator. Each edition shines a light on a trendy topic for the media industry. If you want to join the upcoming editions of this exclusive event for media managers and startup founders, get in touch. 

 

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