Times Internet-owned Gaana has emerged as the lead player in India’s audio OTT market outrunning all others in January, according to Kantar-VTION’s OTT Audience Measurement Insights report.
Gaana controlled around 30% market share and JioSaavn occupied the second position with a 24% share, revealed the report. Spotify and Wynk Music managed to attract the young users in Delhi, Mumbai and Hyderabad by capturing 15% market share each.
Other market players such as Google Play Music, Amazon Prime Music and YouTube Music together constituted about 17% of the market.
The report majorly highlighted trends in audio OTT (music and non-music) across nine cities in the country based on a robust sample size of over 9,000 males and females of 18+ age group.
Maximum market share for Gaana in January came from Mumbai, Delhi, and Bengaluru. Hyderabad, Kolkata, Lucknow, and Mumbai were the core markets for JioSaavn.
In terms of listeners (number of users), Delhi and Mumbai led the market with a 25% share each followed by Kolkata and Bengaluru at 11% and 10% respectively.
However, in terms of consumption of OTT audio streaming, Mumbai emerged as one of the deeply entrenched with 44% market share. Delhi held 24% and other cities – Chennai, Kolkata, Pune, Lucknow, and Ahmedabad – captured 17% share of the pie collectively.
The report also said that apps perform the highest with respect to the time spent. OTT audio streaming peaks between 9-9.30 pm over weekends, almost making it the new prime time.
Listeners spent 63 minutes per day on Gaana, 49 minutes on Jio Saavn and 40 minutes and 39 minutes per day on Google Play Music and Wynk respectively in January, added the report.
While a total of 13 million people listened to audio OTT apps in January, an average of 1.4 platforms was consumed by each listener during this time, the report said.