印度串流媒體服務Gaana的使用者人數增長到1.85億

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  • 印度串流媒體服務Gaana的使用者人數增長到1.85億

      202011/2505:43

    ◎今年2月初,印度音樂串流媒體Gaana宣布每月有1.5億活躍用戶。現在,該公司已將該數字更新為1.85億,在過去六個月中增加了3500萬聽眾,平均每月超過580萬。當您考慮蓋Gaana的主要市場是印度時,這一點尤其令人印象深刻。然而,與Spotify相比,Gaana每月平均擁有更多新用戶,Spotify從2020年上半年的2.71億增至2.99億,平均每月有470萬新用戶。
    ◎與Gaana隸屬同一集團(Times)的印度媒體《The Economic Times》報導,Gaana目前正在產生超過33億個串流(報導沒有指出時間段:假設是一個月,每個用戶每月平均有17.8個串流),其中35%來自本地音樂。
    ◎更多統計數據顯示,Gaana的AI建議現在吸引超過27%的視頻串流,播客、直播和最近推出的HotShots短視頻功能和應用,也是關鍵因素。執行長(Prashan Agarwal)說,目前Gaana用戶中有80%是忠實擁護者,他們喜歡能夠透過一次整合的體驗,造訪自己喜歡藝人的歌曲,播客和短視頻,相信這種為娛樂愛好者提供強大價值的能力,將在未來12個月內吸引2.5億新用戶。
    ◎Gaana是印度最大的音頻串流媒體服務:2月份的一項研究表明,Gaana在消費方面的市占率為30%,超過JioSaavn的24%,Wynk和Spotify都為15%。(Prashan Agarwal)最近指出,Gaana計劃在未來三年內,透過音樂,播客和短視頻吸引5億用戶。
    ◎並非所有內容對Gaana都很樂觀。儘管用戶增長迅速,但串流音樂訂閱收入的增長從2018年的25.4%下降到2019年的5.3%,付費直播仍然僅佔整體使用的一小部分。另外,在續約談判破裂後,Gaana也於今年5月捲入了與印度唱片公司(Tips Music)的公開糾紛。
    ◎Gaana也希望印度和中國之間的緊張局勢不會進一步升級。這些緊張關係導致印度禁止了包括TikTok在內的大量具有中國血統的應用程式。Gaana為印度本土的應用程式,但中國公司騰訊(Tencent)在2018年初投入1.15億美元的融資,因此,如果印度政府將注意力,轉移到中國公司擁有股權的印度應用程式和公司上,可能成為人們關注的焦點。

    詳細內文:

    At the start of February this year, Indian music streaming Gaana announced that it had 150 million monthly active users. Now the company has updated that figure to 185 million, having added 35 million listeners in the last six months.
    That’s more than 5.8 million a month, which is all the more impressive when you consider that Gaana’s main market is a single country, India. Yet it’s been averaging more new users a month than Spotify, which grew from 271 million to 299 million in the first half of 2020, averaging 4.7 million new users a month.
    Gaana’s new milestone was reported by The Economic Times, which is part of the same Times Internet corporate family as the streaming service, and by other Indian media. The reports added that Gaana is currently generating “more than 3.3 billion streams” (no period was given: assuming it’s a month, that’s an average of 17.8 streams per user per month) with 35% of them being of regional music.
    More stats: Gaana’s AI recommendations now drive more than 27% of its streams, but the company says that podcasts, livestreams and its recently-launched HotShots short-video feature and app have also been key factors.
    “Currently, 80% of all Gaana users are loyalists: i.e. they love the idea of being able to access songs, podcasts and short videos from their favourite artists in a single integrated experience,” said CEO Prashan Agarwal. “We believe this ability to deliver a strong value to entertainment-lovers will help us onboard 250 million new users in the next 12 months.”
    We already knew that Gaana was the biggest audio-streaming service in India: a study in February suggested that it had a 30% market share of consumption ahead of JioSaavn’s 24%, with Wynk and Spotify both on 15%. Agarwal has regularly talked up Gaana’s growth ambitions too: recently he suggested that Gaana is aiming for 500 million users in the next three years across music, podcasts and short-video.
    Not everything is rosy for Gaana, and more widely for streaming music in India. While the growth in users is rapid, the growth in subscription revenues decelerated from 25.4% in 2018 to 5.3% in 2019, with paying streamers still a tiny proportion of overall listeners. Gaana was also embroiled in a public dispute with Indian label Tips Music in May this year, after licensing-renewal talks broke down in acrimony.
    Gaana will also be hoping that the tensions between the Indian and Chinese governments don’t escalate further. Those tensions led to a ban in India on a swathe of apps with Chinese origins, including TikTok.
    As a homegrown Indian app, Gaana wasn’t included in that, but Chinese company Tencent led its $115m funding round in early 2018, so if the Indian government turned its attention to Indian apps and companies that Chinese firms own equity stakes in, it might be in the spotlight.

     

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