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JioSaavn says regional-language music is on the rise


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In keeping with a trend playing out across audio-streaming services in India, regional language music has emerged one of the biggest drivers of growth for JioSaavn, the platform announced in a press release this week.

With over two billion streams between January and September 2019, Punjabi is now the second-most played language on JioSaavn, ahead of English and behind Hindi. In terms of the percentage-wise increase in year-on-year listenership, it’s fourth on the list, which looks like this: Bangla (826%), Kannada (593%), Telugu (381%), Punjabi (290%) and Tamil (272%).

One reason behind Bangla music’s strong showing  – Arijit Singh, widely regarded as India’s most popular playback singer, works in both the Hindi and Bengali film industries. Singh is JioSaavn’s top streamed act overall, followed by Bollywood vocalists Neha Kakkar and Tulsi Kumar.

Pop and EDM are JioSaavn’s highest-streamed genres as reflected in its three biggest international acts, electronic music producer Alan Walker and pop princes Ed Sheeran and Shawn Mendes.

Stuart Dredge

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