Music Streaming Platforms In India: Gaana And JioSaavn Account For Over 50% Market Share!

The exploded adoption of OTT music streaming platforms, such as Gaana and JioSaavn, in India, is quite evident by the increased time spent by users. The study highlights that despite the fast-paced lifestyle in Metros and Tier 1 cities, people are still spending significant time on platforms like Gaana, JioSaavn etc.

Must Read

3 Most Common Mistakes Social Media Marketers Are Committing In 2016

In their quest for greater sales and increased ROI, the self-appointed “digital marketing guru” has lost touch with what...

The Best Selling Smartphones Of 2016: Apple iPhone 6s Tops The Chart

Good news for Apple, as a recent report by IHS Markit found that the Apple iPhone 6S was the...

A Big Blow To Amazon and Flipkart: CCI Investigation To Continue

Flipkart and Amazon continue to find themselves in hot water as their plea against the investigation that is being...

The Times owned Gaana emerged as the top music streaming platform in India. It outpaced all peers by accounting a whopping 30% market share after garnering 150 million users in December 2019.

According to the study, Gaana controlled around 30% market share followed by JioSaavn that claimed the second position with a 24% share.

Advertisements

The OTT Audience Measurement Insight study which happens to be a first of its kind was launched jointly by Kantar and VTION recently. This study aims to bring forward the findings from a passive and continuous audience measurement service which is bound to bring streaming audio at par with Radio, TV, Print and Digital platforms.

When it came to attracting the young users in Delhi, Mumbai and Hyderabad, Spotify and Wynk Music captured 15% market share each. Google Play Music, Amazon Prime Music and YouTube Music, together, constituted about 17% of the market.

Key Findings From The Study

  • Gaana’s maximum market share in January came from Mumbai, Delhi, and Bengaluru whereas, for JioSaavn Hyderabad, Kolkata, Lucknow, and Mumbai were the core markets.
  • Delhi and Mumbai led the market with a 25% share each followed by Kolkata and Bengaluru at 11% and 10% respectively in terms of number of users of an OTT audio streaming platform
  • Mumbai owned a whopping  44% market share when it came to audio consumption through OTT streaming platforms. It was followed by Delhi at 24% and other cities – Chennai, Kolkata, Pune, Lucknow, and Ahmedabad at 17%.
  • OTT audio streaming peaks between 9PM and 9.30PM over weekends, almost making it the new prime time.
  • Listeners spent a total of 63 minutes per day on Gaana, 49 minutes on Jio Saavn and 40 minutes and 39 minutes per day on Google Play Music and Wynk respectively in January.
  • A total of 13 million people hooked to audio OTT apps in January.

The findings was derived based on the response collected from over 9,000 males and females of 18+ age group across nine cities in India.

The study also highlighted the fact that these OTT audio streaming players seemed to have built unique core audiences and that these audiences have certain unique nuances pertaining to content consumption.

Way Forward For OTT Audio Streaming Platforms In 2020

The founder & CEO of VTIONTM, Manoj Dawane said that he believes audio is a fast-growing media segment in India with lots of entertainment and engagement comprising of OTT Platforms, Broadcast Radio and Podcasting as of today. Adding to his comments, the Managing Director, Insights Division and Chief Strategy Officer of Kantar South Asia, Hemant Mehta indicated that the year 2020 will clearly be the  ‘The Battle for the ear’ for these audio streaming platforms.

Advertisements

The study also points to the fact that modern listeners are completely spoilt for numerous choices when it comes to consuming audio content and therefore they wouldn’t give it a second thought to move to a different platform to fulfil their entertainment needs as such. The OTT audio streaming platforms have completely shaken up the music distribution industry and therefore, it is brewing an intense competition between them and traditional Radio.

It is being believed by Kantar and VTION that a well-defined and unbiased independent measurement system such as this study will most definitely help marketers, platform owners and content owners grow as they will be able to drive relevance, program meaningfully and target audiences effectively.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest News

Ola IPO: No Earlier Than FY23 To Make The Most of Electric Vehicle Hype

Excited by the historic response to Zomato IPO, many other Indian startup unicorns have started gearing up for IPO....

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded and unparalleled...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter, with a...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one of the...

More Articles Like This