Spotify entered the Indian market earlier this year and took the country by storm. It’s the world’s number one music streaming app according to Cnet but what about India? Can it displace Gaana - the local market leader and the original desi music streaming app that has been the market leader in India for years? We took a look at data from the last three months and you’d be surprised at the results!
Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.
Demographic information
Not only is it important to know what’s being said about you - it’s also important to know who is saying it. Looking at demographic information, it’s interesting to see that Spotify has a healthy percentage of women talking about it - with 46.3% of the audience being female. Gaana, on the other hand, has mainly men talking about it - 83.1% of those speaking about Gaana are male and only 16.9% are female. So the disparity is really large. Spotify is also breaking barriers because the largest age group talking about them are Gen Z, followed by millenials and for Gaana, it’s millennials, followed by Gen Z and then the relatively older age group 35-44
Geographic information
Which part of India sings for Spotify vs Gaana? Looks like it’s mostly Spotify that is ruling the airwaves. The largest group of mentions comes from the NCR region with over 70% of mentions coming from Spotify. However, looks like Gaana has a last stronghold in the south of India - near Chennai. Most other parts of India however have clearly bitten the Spotify bullet. So it’s safe to say that Spotify has finally arrived in India.
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