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Nielsen Music 360: India 2018 Summary

Core Content

The Nielsen Music 360: India 2018 report provides an in-depth analysis of music consumption behavior in India, highlighting the unique role of music in the country's culture and the evolving trends in how consumers engage with music, especially through streaming and social media.

Main Points

1. Music as a Central Part of Indian Culture

• 94% of Indian online consumers listen to music throughout the year, making it the most important interest/hobby compared to Sports (67%) and Cooking & Food (66%).
• 71% of online consumers consider music as an important or very important part of their lives.
• 20 hours per week is the average time spent listening to music, either as a primary activity or in the background.

2. Music Consumption Formats

• Streaming music videos account for 21.6% of total listening time.
• Streaming audio (e.g., Spotify, Pandora) is the second most used format, with 16.9% of time.
• Digital music libraries and music channels on TV are also significant, with 16.3% and 14.8% respectively.
• Radio accounts for 10.8% of total listening time.

3. Genre Preferences

• Bollywood and other Indian film music are the top two preferred genres.
• Western genres are gaining traction among local listeners, with Western Pop ranking fifth.
• Indian Pop and Indian Regional Folk also have notable followings.

4. Streaming Platforms

• YouTube is the most preferred music streaming platform, followed by Jio Music and Google Play.
• 77% of weekly social media users consume music content through platforms like Musical.ly, Facebook, and Instagram (before its rebranding to TikTok).

5. Playlist Engagement

• 95% of music streamers use playlists, with the top types being:
  • User-created playlists
  • Playlists shared by friends/family
  • Public playlists based on popularity
  • Playlists based on genres/moods
• Self-created playlists are the most popular type, followed by public playlists based on genres/moods and popularity.

6. Live Music Engagement

• 47% of Indian music fans prefer small venue events like bars or coffee shops.
• 41% attend free local community music events.
• 36% go to large-scale music concerts.
• Compared to the U.S., Indian consumers are more likely to attend festivals (36% vs. 18%) and small live music sessions (41% vs. 24%).

Key Insights

• Music is deeply embedded in Indian daily life, with a high percentage of consumers engaging with it across multiple formats and platforms.
• Streaming is dominant, especially through video-based platforms like YouTube, which outperform audio-only services.
• Social media plays a crucial role in music discovery and engagement, with platforms like Facebook, Instagram, and Musical.ly (now TikTok) being go-to sources.
• Live music experiences are more intimate and community-focused in India, with a strong preference for local and free events.
• Bollywood continues to lead, but Western genres are also becoming increasingly popular, especially among younger audiences.

Methodology Overview

• The study was conducted from June 14th to July 4th, 2018, using third-party panels.
• It surveyed 1,570 online consumers aged 16–45 from the A/B socioeconomic segments.
• The report includes syndicated highlights and offers opportunities for custom analyses on specific audiences (e.g., genre listeners, non-paying streamers).
• A U.S. comparison (Nielsen Music 360 U.S. 2017) is also provided, highlighting differences in streaming habits and live music preferences.

Conclusion

The Nielsen Music 360: India 2018 report underscores India's unique position in the global music industry, driven by a strong cultural connection to music, particularly through film and video content. It also reveals the growing influence of social media and streaming services in shaping music consumption habits, with a clear preference for intimate and community-driven live events. This data is essential for brands and music industry stakeholders looking to engage with Indian audiences effectively.