The music industry continues to evolve rapidly with the expansion of technology and social media. As more options are now available, the latest data from YouGov Profiles, an audience intelligence tool, sheds light on how female consumers in India listen to music.
Data reveals that streaming free music online is the most popular way of listening to music among urban Indian women (41% say so). This is more common than listening to music through a paid service (30%). While free music online is most popular among women aged 21-29 (45%), paying for music is more common among women aged 30-39 than others (at 36%).
Urban Indian women also show a preference for music available on video streaming sites (39%) and music downloadable via file sharing sites (38%).
Listening to music radio in a car (34%) or Internet radio (33%) is also popular among women. In comparison, traditional ways of listening to music, such as CDs (17%), portable radio (15%) or vinyl (9%), seem less popular.
Whether paid or free, streaming music is common among urban Indian women and 56% of them agree that they mainly listen to music through streaming services.
These women are more likely to be married (59%) and a large majority may have at least one child under the age of 18 (62%). They tend to work full time (64%) and are likely to own a dog, cat or fish as a pet. These streamers are most likely to reside in Karnataka, Maharashtra, and Delhi.
They also listen to podcasts, music being their favorite genre. In music genres, 90s music tops the charts for women, followed by classical and pop music.
Recent data from YouGov’s Global Media 2022 report shows that the pandemic has fueled global growth in music streaming over the past year, and is expected to grow further in the future. In India, while consumption has increased for both genders over the past 12 months, more women than men say they have increased their music streaming consumption over the next 12 months (52% women compared to 47% of men).
Similarly, consumption of podcasts is also expected to increase for this cohort, as one-third (33%) of women said they intend to increase their consumption in the future. This presents a great opportunity for brands and advertisers to engage with a highly receptive and engaged set of consumers, especially younger generations.
When it comes to subscription, 32% of women in India currently have a music subscription and are expected to continue next year, with an additional 22% not currently having but planning to subscribe within the next 12 months.
The rest are either cancelers (have a current subscription but will cancel next year) or rejecters (don’t have one and are unlikely to get one), and brands will need to better understand their preferences in order to retain them or convert them into customers.
Digging deeper into their attitudes towards subscriptions, we find that women are happy to spend on music but prefer to share or bundle subscriptions. Almost half of urban Indian women (45%) are happy to spend money to support their favorite musical artists (45%). Just as many (45%) find it more convenient to share a subscription to video and streaming services with others.
The availability of free music and subscription fatigue could be a reason to choose overpaid free music. Thirty-seven percent of women believe they have too many subscriptions to things (Netflix, Spotify, etc.). This percentage is significantly higher among women aged 30 to 39 (at 43%).
Additionally, three in five women (62%) agree that “video and music streaming services should offer more group subscriptions,” suggesting that their willingness to pay may be linked to perceptions of convenience and value. .