Opinion: Can the voice medium win the content battle?

A river of funding is flowing into the Indian content space, proving once again that content is king. But can content alone win the hearts and minds of audiences?

Chinese ByteDance content platforms, Tik Tok and Helo, and their rapid conquest of Indian audiences has intensified the battle in the vernacular content and social media space. Content drives audiences, audiences drive valuations. As the race for funding in Indian content space hots up with Indian ShareChat trying to build its arsenal, and Dailyhunt raising funds, is content enough to woo audiences?

Historically, new distribution mediums have overtaken content firms—radio, TV and the internet are clear proof points. The medium of delivery, discovery and ease of access, is critical.