Noice's Long Journey to Win the Audio Content Industry in The Country

To date, the entertainment app competition in Indonesia, either social media or streaming video/audio, is dominated by global players. The opportunity is there for local platforms, however, it requires differentiation and complies with the Indonesian people's preferences to acquire new users.

This formula was successfully implemented by video and Mola TV, which survived due to the strategy of broadcasting sports content exclusively, amidst the massive penetration of global video streaming platforms. According to research by Nielsen Sports in 2017, Indonesia (77%) ranks 2nd globally after Nigeria (83%) as a country with a high interest in football.

That “exclusivity” formula doesn't apply to audio streaming apps. There is no local platforms dominates in this entertainment vertical. The opportunity has finally emerged since podcasts have mushroomed in Indonesia. DailySocial once reviewed how big the chances of local players are to win in their own country through this voice-based content. Noice is one of which is trying to pursue this position.