69% Indians Tune Into Music Livestreams: Report

In a study released by the Indian Music Industry (IMI), India's music market showcases both opportunities and challenges for industry stakeholders. The IMI Digital Music Study 2023 paints a picture of an ecosystem where streaming dominates, AI raises new questions and piracy remains a persistent concern

The top eight music genres in India are Bollywood Modern (50.5 per cent of listeners), Bollywood New Age (44.1 per cent), Bollywood Classic (43.5 per cent), Bollywood Coming of Age (38.6 per cent), Indian Pop (29.2 per cent), Hip-Hop/Rap (26.6 per cent), Indian Hip-Hop/Rap (25.7 per cent) and Bollywood Retro (25.1 per cent). Music in Hindi, Tamil or Punjabi accounted for 55.5 per cent of all listening time, marking a slight decrease of 2.6 per cent from 2022.

Radio remains a major platform for music, with 79 per cent of radio listeners tuning in primarily for music, a 4 per cent increase. The highest radio consumption is among individuals aged 35-44, with 68.1 per cent listening to music on the radio. 66 per cent of respondents indicated they would not listen to the radio without music and 85 per cent of radio listeners said they would seek music elsewhere if radio stations stopped playing music.

Streaming Surge Continues
The report highlights that streaming now accounts for 88 per cent of recorded music revenues in India, underscoring the crucial role of digital platforms in shaping music consumption habits. With an average of 26.7 hours spent listening to music weekly - higher than the global average of 20.7 hours, Indians are voracious music consumers, presenting a prime opportunity for marketers and content creators alike.

Subscription services are gaining ground, with 58.5 per cent of respondents using paid streaming options - a 14.1 per cent increase from the previous year whereas 938 per cent of respondents said that they use licensed audio streaming. The shift towards premium tiers signals a growing willingness among Indian consumers to pay for uninterrupted, high-quality music experiences.

Music livestreaming experienced significant growth in India, with increases seen across all age groups. In 2023, there was a 15.5 per cent rise in livestream viewing compared to 2022, with 69.4 per cent of respondents having watched a music livestream in the past month. Live music concerts and music festivals emerged as the most popular events for livestreaming. The highest engagement was among individuals aged 25-34, with 74.1 per cent participating, reflecting a 14.7 per cent increase in this age group.

The study also highlighted YouTube's continued popularity in India. 95.2 per cent of consumers used YouTube for their music needs, a slight increase from the previous 94.4 per cent.

AI: A Double-edged Sword
Advancements in AI technology present new opportunities for creators, songwriters, artists, and rights holders to boost their creativity and engage with fans. However, the rapid development of generative AI and the absence of adequate safeguards pose risks of copyright infringement, deepfake challenges and threats to the value of human creativity.

The study delves into the relationship between artificial intelligence and music creation. While 84 per cent of respondents believe human creativity is essential in music production, there's a growing awareness of AI's potential in the industry. This presents both opportunities and challenges for marketers who must navigate the delicate balance between leveraging AI tools and maintaining the authenticity that consumers value.

Notably, there's strong support for protecting artists' rights in the AI era. Over 60 per cent of respondents agree that AI systems should not use copyrighted music without permission, highlighting the need for transparent and ethical AI practices in the music industry. Additionally, over 40 per cent have already heard music created by AI.

Additionally, around 60 per cent believe AI should disclose any music used in training and that AI-generated music should be clearly labelled.

Piracy: An Evolving Threat
Despite the growth in legitimate streaming, piracy remains a significant concern. The report outlines how unlicensed mobile apps and stream-ripping services continue to threaten the industry's revenue potential.

Digital music piracy remains a major issue, particularly among younger audiences, with stream ripping from sites like YouTube and mobile apps such as Vidmate and Snaptube being prominent concerns. Addressing digital piracy is crucial for protecting the creative sector and requires effective policy measures and enforcement.

Marketing Implications
For marketers in the music and adjacent industries, several key takeaways emerge.

1. Invest in streaming: With its dominant market share, streaming platforms should be at the forefront of marketing strategies.
2. Target diverse demographics: The study shows varying preferences across age groups, highlighting the need for tailored marketing approaches.
3. Leverage AI responsibly: While embracing AI's potential, marketers must be mindful of consumer concerns about authenticity and artist rights.
4. Address piracy through education: Campaigns highlighting the value of legitimate music consumption could help combat piracy trends.
5. Capitalize on local content: With 70.8 per cent of listening time devoted to Indian artists, there's a clear appetite for homegrown talent.

For marketers and brands, the study offers insights into the changing ways Indian consumers interact with music. The high engagement levels across streaming platforms, gaming, and social media present numerous opportunities for targeted campaigns and partnerships in the music space.

Blaise Fernandes, President & CEO of IMI, commented on the findings: “These results demonstrate the vibrant and evolving nature of India's music landscape. The growth in streaming adoption, particularly in paid subscriptions, signals a maturing market where consumers increasingly value high-quality, on-demand music experiences.”