Room for Localization, and Our Entry Into the Indian Market Has Achieved This.

But a shift has been taking place in recent years: Bollywood movie music accounted for 70 percent of streaming consumption in India in 2016, and by 2018, that figure had dropped to 50 percent. In terms of local companies, companies such as JioSaavn, Gaana and Wynk Music have already established a foothold in India. The advantages and lower prices of local companies have enabled them to have more users in the Indian market than foreign streaming platforms. In a way, the Indian music market today is somewhat similar to the Chinese market a few years ago. With sms marketing service the same huge user base and low payment level, the major music streaming platforms compete with each other in the market. The difference is that India has more foreign involvement and direct competition from overseas streaming media platforms. Mandar Thakur, chief operating officer of Times Music, India’s third-largest record label, said in an interview: “The most exciting thing for me is not just the explosion of music consumption in India, but the creativity that exists in this market. India has more than 100 years of melodic music culture,