Triton Digital has announced a partnership with Pocket FM, India’s largest audio OTT platform. The company says bringing its audio inventory onto the Triton Audio ad exchange will help Pocket FM maximize its yield and revenue potential. This partnership provides buyers with access to Pocket FM’s inventory through 30+ demand side-platforms via Triton.
Pocket FM is a free audio show and podcast app and is the most downloaded audio OTT platform in top metros and cities across India. It features long-format content, audio shows, stories, novels and podcasts in eight languages — English, Hindi, Tamil, Telugu, Malayalam, Bangla, Kannada, and Marathi.
“Triton is thrilled to partner with Pocket FM. Through this partnership, Pocket FM’s audio ad inventory will be made available to buyers in over 30 major DSPs for the first time,” said Aditya Summanwar, Triton Digital’s director of market development. “Consumption has grown significantly over the past 24 months, making digital audio an important medium for marketers seeking to reach this engaged and growing audience. As of 2020, 57.6 million people in India were consuming podcasts on at least a monthly basis, according to KPMG. That makes India the third-largest country for podcast consumption, following the United States and China.”
“At Pocket FM, we’re always looking for opportunities to grow and expand the digital audio market. Our new partnership with Triton Digital offers media buyers and publishers a deeper look into a validated measurement of India’s fast-growing digital audio consumption,” said Rohan Nayak, co-founder and CEO of Pocket FM. “In the coming months, Pocket FM intends to achieve 100 million users and introduce more genres on the platform, building the largest community of writers, artists and homegrown authors in India.”
Pocket FM says it intends to grow by strengthening its position in the Indian markets and expanding to the U.S. markets.
