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India Music Consumer Behaviour Fragmentation and Disruption

Report by Mark Mulligan and Srishti Das
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The 20,000 Foot View:  This report presents key trends and analysis from MIDiA’s        2019 India Consumer Survey, including streaming music activities, radio, streaming app users, factors driving streaming adoption and subscriptions.

Key Insights

  • YouTube leads Indian music consumption with        of consumers using it for music, significantly above music radio on just       
  • A standard music subscription is the equivalent of        of the average gross monthly wage in the US while in India it is equivalent to       
  •        of Indian consumers stream music that they have heard in movies and TV shows
  • The Indian independent artist sector is booming, boosted by a live sector that was also thriving prior to       
  • YouTube has the strongest weekly active user (WAU) to daily active user (DAU) rate of        Gaana is a strong second on       
  • TikTok’s        WAUs represent a strong base for parent company Bytedance’s streaming subscription service Resso but premium conversion will be challenging
  • Although        of non-streaming Indians say that lack of understanding is the key adoption hurdle most factors have a similar scale – there is no stand out barrier
  • Being able to listen on any device is the most widely cited reason for paying to stream among Indi-an consumers but with just        it is far from a standout adoption driver

Companies and brands mentioned in this report: Airtel, Amazon Prime Music, Apple Music, Bacardi, Bytedance, CD Baby, Gaana Google, Hungama Jio Music, JioSaavn,        Weekender Festival, Resso, Saregama, Soundcloud, Spotify, TikTok, T-Series, Warner Music Group, Wynk, YouTube

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