India’s digital music industry can expect to have strong growth this year. At-least that’s what a new report by Mahindra Comviva and Ovum Consulting suggests.
The digital music industry in India and other emerging markets in the Asia Pacific region are expected to touch $450 million in 2014. Globally, the industry grew by 9% in 2012, and is expected to be a $9 billion industry worldwide in 2014, said the report. The growth is predicted for China, Indonesia, Malaysia and Philippines and excludes that of Japan and South Korea, which had witnessed declines.
Change in Shares of Devices Used for Listening
The surge in the digital music industry is in part because of the growth of national and international brands in the market, as well as the smartphone growth, growing at 20% CAGR. What has also changed drastically in 2013 as compared to 2010 is the share of devices that people use to listen, purchase or download music.
Mobiles and tablets have become the more preferred way of listening to music with 15% points growth, while computers’ share has dropped 14%. Mobile music in emerging markets saw a 49% adoption rate.
Lean back Vs Lean Forward Listeners
According to the report, operators who offer personalised music and targeted services will have better revenues and also drive subscriptions.
It also suggests that lean-back listeners should be mobile operators’ primary target for optimising on the commercial benefits of the music service. 60-75% of a mobile operator’s music listeners will be lean-back or passive listeners.
Despite the outlook provided on the music industry for the country, the digital music industry in India has not always had the best of times.
Recently, music streaming service Dhingana had shut down when it failed to monetise off of its services. In.com had shut its music streaming service due to a lack of demand, Nokia decided to focus on mobile, and Flipkart too shut down its music service Flyte.
Monetisation in a country where subscribers don’t ‘pay to consume’, is one of the biggest problems that the digital music industry in India faces. It would be tough for India to contribute to the $450 million prediction unless it works a way around this.
Recommended Read: Why Dhingana Didn’t Click