Wading further into wellness, Amazon launched a new mindfulness podcast.
Tune in. The series, called Become, features three weekly episodes. Instructor-led, a rotating cast of four coaches guides listeners through breathwork, meditation, and relaxation exercises in under 15 minutes.
Designed to be immersive, the show is made with custom music and binaural mixing, delivering what creator and SALT co-founder Jamie Schefman calls an “audio vitamin.”
Of note, Become is exclusively available on Amazon Music, Alexa-enabled devices, and the Amazon-owned Wondery+ app.
Listen up. Increasingly, brands are using short-form audio to extend their reach within health and wellness:
- Nike debuted Mind Sets, a movement series for the mind.
- Noom recently launched Noom Mood to reduce stress and anxiety.
- Apple Fitness+ includes guided walks, runs, and mindfulness sessions.
Zooming out: While Calm and Headspace helped mainstream meditation, the space has become saturated. Now, mindfulness is simply another category in a brand’s content library.
Punchline: As wellness eats mindfulness, consumers are inundated with options. But, getting them to stick around is another story — installs of mental health apps are down over 30% since January 2021.
