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February 25, 2020 3 min apprehend



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Content burning trends are alteration in India with added assimilation of Internet and bargain adaptable data. Gone are the days, back users had to delay for their favourite songs to be played on radio channels or bake audio files to bunched discs. With the acceleration in cardinal of audio alive players, users can now comedy their favourite music anywhere and anytime.



Increasing appeal for audio alive has, however, fueled the antagonism amid players. According to the afresh appear aboriginal OTT Audience Measurement Insights address by Kantar and VTON, Times Internet-owned music alive app Gaana emerged as the bazaar baton with 30 per cent bazaar allotment in over-the-top (OTT) audio alive space. Gaana is followed by JioSaavn, Wynk and Spotify.

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The development comes appropriate afterwards Gaana appear that it recorded 150 actor account alive users (MAU) in December 2019, acceptable the aboriginal Indian music alive app to ability the mark.

Credit: OTT Audience Measurement Insights report 

“The year 2020 will be ‘the action for the ear’ as OTT audio platforms are afraid up the music market—especially, by creating an acute antagonism amid radio and OTT audio platforms. Today admirers are besmirched for best as far as agreeable burning is anxious and move beyond the platforms to accomplish their ball needs,”  said Hemant Mehta, managing director, insights analysis and arch action officer, Kantar South Asia.  

The abstraction which draws its aftereffect from a able-bodied sample admeasurement of over 9,000 addition beyond top 9 cities 13 actor adults in India listened to any OTT alive app in the aftermost 30 days. According to the report, Indian users about absorb 86 account on Spotify, 63 account per day on Gaana, 49 account on Jio Saavn and 40 account and 39 account per day on Google Comedy Music and Wynk.

The address appear that Delhi and Mumbai are the better OTT audio alive markets with at 25 per cent allotment followed by Kolkata and Bangalore continuing at 11 per cent  and 10 per cent, respectively.

Credit: OTT Audience Measurement Insights report 

Mumbai additionally acme the blueprint in agreement of time spent on music alive with 44 per cent allotment followed by Delhi at 25 per cent and Bengaluru at 10 per cent.

Credit: OTT Audience Measurement Insights report 

The address additionally appear there is a able alternation amid radio and alive audio as OTT casework are advancing in markets area radio listenership habits are not strong.

The antagonism to the top is accretion with accretion cardinal of players attractive to strengthen attendance in the OTT audio alive market. Afresh in December 2019, Gaana appear the barrage of its absolute agency of podcasts and shows. According to the company, this move is a allotment of its aim to accommodate a assorted ambit of aboriginal audio agreeable by the end of FY 2021.

With the barrage of aboriginal podcasts, Gaana is now aggressive with Sweden-based music alive behemothic Spotify. In November 2019, media letters appear that Spotify has launched India-focused podcast originals.

According to a address by Redseer, the Indian OTT bazaar is projected to abound 80 per cent from 170 actor in 2019 to 300 actor by 2022. According to the PwC report, India is the world’s third-largest podcast bazaar afterwards the US and China.

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Last Updated: March 1st, 2020 by admin
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