Here & Now Recordings

Epic music from hit artists and producers.

Here & Now Recordings, Cinematic Sounds from the world's finest composers, producers and artists. Releasing positive, uplifting and timeless music, founded by curator, record store buyer and journalist John Cunningham.

Case Study. Streaming In India

January 05, 2020  /  Meenal Odedra

Streaming, and the rise of it has always been a massive interest to us at Here and Now Recordings, and the growth impact that it has on different territories continues to impress us. When looking at music consumption patterns compared to those at the start of the decade it is amazing to see how technology and the music industry itself has been influenced by digital streaming platforms.

The estimated amount of users in Europe is 140.89 million in 2019, which is expected to grow to 163.86m by 2023. Whilst in Asia, the estimated users in 2019 was 531 million, with an expected growth to 595M in 2023.

We turned our attention to India whilst researching the impact streaming can have on a country as it’s a unique case-study worth looking into. 

Both Spotify and You Tube music entered the India streaming market this year. With Spotify claiming to have over 248 million monthly active users, and 113 million paid subscribers. However, homegrown streaming platform Gaana seems to have stayed at prime position as the country’s top music streaming service. Clocking 80 million monthly active users as of Feb 2019, the service hosts 2.7 billion songs across genres.  JioSaavn- another home grown streaming service comes preloaded on JioPhones which is a nifty win for them seeing as the phone is an attractive offer- with it’s almost free-data charges, JioSaavn remains a popular option to not only the large cities in India, but the smaller towns too. Both Apple Music and Spotify have adapted their costs in India, with Apple Music starting at $1.74 dollars p/month compared to their $10 subscription charge in the US, whereas Spotify offers an ad-free monthly subscription of $1.67, compared to the US’s $9.99. 

With 451 million monthly active internet users as of March 2019- India is now second only to China in terms of internet users- however that works out at 36% internet penetration leaving a lot of room for improvements. And with India’s music streaming market estimated to hit $400million by 2023, it indeed seems like one of the fastest growing markets to keep an eye on. 

 

tags / Music Biz, Music tech, India, Spotify, You Tube Music, JioSaavn, Apple Music, Gaana