India has been a very interesting market for streaming music in recent years, from the rise of apps for Hungama, Saavn, Dhingana and Gaana to the recent, sudden shutdown of Dhingana. If you’re interested in the market, we can recommend a post on Medium by Himanshu Gupta, which analyses current trends in India, and provides some suggestions for what may happen next. Among the conclusions: Hungama has a big competitive advantage in being the only service with the catalogue of largest label T-Series, but has a “clunky” app and has lost ground in the last couple of years; Saavn has been aggressively increasing the amount of advertising in its app – “my guess is that Saavn doesn’t have a lot of VC money remaining” – while Gaana has been growing steadily. The article also suggests that piracy is on the decline – at least judging by trends involving popular filesharing service Songs pk – while predicting that whatever service wins will do it by not simply focusing on Bollywood tracks; improving music recommendations; capturing more and better audience data; and partnering with more social networks and messaging apps.
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Tools: Kaiber
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