Reports Music

India Music Consumer Behaviour Fragmentation and Disruption

Report by Mark Mulligan and Srishti Das
Cover image for India Music Consumer Behaviour
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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            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