The recently released “CMR Music Streaming Apps Survey Report 2019” gives an insight into the changing customer preferences of music consumption in India.
According to the survey results, Indians love listening to music mostly free, using music apps. An overwhelming majority of those surveyed indicated that they would not like to pay for music. 55% of consumers prefer free music on music streaming apps and the remaining pay for their music in the range of INR 100-1000.
Consumption pattern on music streaming apps
55% of those surveyed indicate spending 20-30 minutes of their time listening to music, 30% consume music for 5-15 minutes, 10% of the listeners listen to music for at least 1 hour and only 5% listen to music for more than 1 hour. 66% listen to music while in-transit, 22% listen to music at home, while 14% consume music at work.
When it comes to choosing a music app, some key considerations include the strength of the song library (51%) and key music app features (9%). Gaana emerged as the most favoured app (25%), followed by Apple Music (20%), YouTube (20%) and Wynk (14%). Only 50% of those surveyed were aware of Spotify- worlds largest music streaming service. When probed further, only 40% indicated giving Spotify a try.
The Survey covered 2500 respondents across the top eight cities of India, cutting across age groups, demographics, and gender.
The Indian music streaming industry has witnessed steady growth over the years with around 150 million streaming users. A surge in smartphone users and increasing internet penetration has enabled the streaming industry to look beyond major metros. The real focus is now on the Tier II and Tier III cities too. Recently Spotify and YouTube Music launched in India, making the music streaming market even more congested. To compete with the international players homegrown apps like JioSaavn and Gaana have slashed their prices by 70 %. Apple Music soon jumped into the price war cutting their subscription price to INR 99.