Using cultural trends to inspire content acquisition and development 

Audible needed a grounded understanding of cultural trends to provide creative inspiration and detailed insight for content commissioning, acquisition and marketing decisions across international markets: the UK, US, Germany, and Japan. 

Each year MTM synthesises data from desk research, 80 expert interviews across the four global markets, social media analysis, and monthly online surveys with nationally representative samples.  

A framework of macro-drivers helps connect the findings and explain the forces shaping culture and audience behaviour. MTM then translates these trends into practical recommendations around content, talent, tone and emerging opportunities to help Audible gain a deep understanding of the markets into which they’re launching content.  

Our award-shortlisted programme has directly shaped Audible’s commissioning, acquisition and marketing decisions. 

MTM’s work on holistic wellbeing and financial literacy identified opportunities to reach younger, more diverse audiences, while recommendations around tone and talent encouraged Audible to explore investigative and non-fiction content featuring underrepresented voices. 

The research also helped unlock investment in an environmental series by confirming growing audience interest and shaping its creative direction. Findings showed listeners wanted credible experts and realistic, solutions-led storytelling, leading to campaigner Cate Blanchett being paired with clean technology expert Danny Kennedy. 

Together, these insights help Audible spot emerging opportunities, make confident content decisions and create work that reflects changing audience interests.