Tencent Music uses the phrase ‘long-form audio’ as a reflection of a focus that is already wider than Spotify’s. Podcasts and audiobooks, yes, but also comedy, drama and talk shows. The company says that in the third quarter of 2020 – the most recent period that it has reported financials for – 11.7% of its monthly active users (MAUs) listened to long-form audio. That’s up from 4.7% a year before.
Source: 11.7% of Tencent Music’s users are listening to long-form audio – Music Ally