Tier‑2 and Tier‑3 Cities Drive Over 90% of Audio‑Social Engagement in India

Smaller cities and towns are emerging as the primary engines of growth for India’s audio‑social platforms, according to a recent report by FRND. The analysis shows that over 90% of engagement on avatar‑based voice‑chat and other audio social platforms comes from users in tier‑2 and tier‑3 cities, highlighting a significant shift away from metropolitan dominance in India’s digital landscape.

The report analysed anonymised data from approximately 6.9 million users nationwide, revealing that nearly 95% of new registrations in the past year originated from non-metro regions. Mid-range and entry-level smartphones were the devices of choice for the majority of these users, signalling that affordability and increased smartphone penetration in smaller towns are key drivers of adoption.

While metros like Bengaluru, Chennai, and Hyderabad showed high engagement, smaller towns contributed not only volume but also depth of interaction. The report notes that some of the longest voice-chat sessions were recorded in Andhra Pradesh, indicating that users from these regions are engaging in sustained, meaningful conversations.

Experts attribute this trend to the semi-anonymous nature of audio-social platforms, which seems to appeal particularly to users in smaller towns where social norms or privacy concerns may make visual-centric social media less attractive. Audio platforms allow users to interact freely without revealing their identities, providing a comfortable environment for social engagement and content sharing.

In 2025, FRND reported over 285 million voice conversations, collectively spanning more than 418 million minutes, underscoring the rapid adoption of voice-first social media across India. Analysts believe that this trend reflects a broader shift in digital consumption patterns, with users increasingly seeking spontaneous and authentic interactions over curated visual content.

The growth of audio-social platforms in tier‑2 and tier‑3 cities is also opening new opportunities for content creators, advertisers, and tech companies aiming to reach previously underserved markets. By tapping into these smaller urban centres, platforms are expanding their user base while reshaping India’s social media ecosystem.

As audio-led interaction continues to gain traction, it is clear that India’s digital future is no longer defined solely by major metros. Tier‑2 and tier‑3 cities are now setting the pace, driving engagement and shaping how millions of Indians connect, communicate, and discover content online.