India Music Consumer Behaviour Fragmentation and Disruption

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