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Kuku FM reports Rs 88 Cr revenue in FY24; spends Rs 100 Cr on marketing

Kuku FM’s revenue from operations surged 2.1x year-on-year to Rs 88 crore in FY24, up from Rs 41 crore in FY23

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Kunal Manchanada
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Audio content platform Kuku FM has grown at an impressive pace over the last two fiscal years. After achieving approximately 12-fold growth in FY23, the Mumbai-based firm has more than doubled its revenue in the fiscal year ending March 2024, while also reducing its losses.

Kuku FM’s revenue from operations surged 2.1x year-on-year to Rs 88 crore in FY24, up from Rs 41 crore in FY23, according to its annual financial statements accessed from the Registrar of Companies.

Kuku FM offers a diverse range of audio content across genres such as business, self-help, personal finance, history, religion, entertainment, and fitness. Revenue from paywalled subscription sales served as the sole source of income for Kuku FM.

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The Fundamental-backed company also made Rs 16 crore, primarily from interest on deposits and the sale of current investments, bringing total revenue to Rs 104 crore in FY24, up from Rs 49 crore in FY23.

To expand its audio content reach, Kuku FM allocated over 50% of its total cash burn to advertising and marketing, which stood at Rs 102 crore in FY24—an 8.5% increase from FY23. Interestingly, spending on audio content creation was comparatively lower, at Rs 16 crore.

Expense Breakdown

FY23

Total ₹165 Cr

FY24

Total ₹200 Cr

  • Audio content creation expenses

  • Employee benefit Expense

  • Marketing & advertisement

  • Information technology costs

  • Others

According to financial statements, employee benefits for the Mumbai-based company grew by 37% in FY23. Meanwhile, information technology, legal, rent, payment gateway charges, and other overheads pushed total expenditure up by 21.2% to Rs 200 crore in FY24.

FY23-FY24

FY23 FY24
EBITDA Margin -234.69% -89.42%
Expense/₹ of Op Revenue ₹4.02 ₹2.27
ROCE -91.41% -46.38%

The two-fold increase in scale and controlled expenditure helped Kuku FM reduce its losses by 18% to Rs 96 crore in FY24, down from Rs 117 crore in FY23. Its ROCE and EBITDA margin stood at -46.38% and -89.42%, respectively. Per unit, it spent Rs 2.27 to earn a rupee in FY24.

Notably, Kuku FM’s total outstanding losses stood at Rs 289 crore at the end of FY24.

Kuku FM has raised $71 million to date, including a $25 million Series C round led by the International Finance Corporation (IFC) and Nandan Nilekani's Fundamentum Partnership in October 2023. The company was last valued at around $185 million.

Kuku FM is clearly a case of proving a widely held perception wrong (getting Indians to pay for audio content), and getting rewarded handsomely with funding for the same. For, even while it deserves credit for proving that a market exists, it faces the obvious challenge of finding each of those paying customers at a very high cost. And in the cut throat world of streaming platforms, the cost of keeping its flock together somehow. Multiple well established players means a genre that takes off is likely to be picked up elsewhere as well, and very soon at that. International billings for sticky content is one way out of course. What is interesting is the low investments into audio content creation, indicating a low belief in trying to own exclusive content. A firm to watch, both with some hope and trepidation.  

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