Indian music industry body IMI has published its latest report, which includes data on how music has been “a savior in Covid-19 times”. Among its findings: Indians are now averaging 21.9 hours a week of music consumption, with an increase of three hours per week for 25-64 year-olds on average since 2019.
IMI’s research also found that 42% of respondents have watched music livestreams; 84% still listen to music on the radio; 67% have “experienced or used” paid streaming services, while 94% use free or paid audio streaming services for music. The 67% figure is surprising, given past discussions in India about paid subscription penetration being in the low single-digits.
In his introduction to the report, IMI boss Blaise Fernandes also highlighted “an increase of 30% in time spent on paid audio apps” as well as a 19% bump in weekly music listening hours in short-form video apps like Moj.
Tools: platforms to help you reach new audiences
Tools :: Wyng
Through Music Ally’s internal marketing campaign tracking, we’ve recently discovered an interesting website by the…