Mahindra Comviva and Ovum Consulting foresees India, Africa, Latin America and South East Asia as promising markets
MWC BARCELONA, SPAIN: Mahindra Comviva and Ovum Consulting have released a research study on Digital Music Market. The study encapsulates future trends on the uptake of digital music in terms of adoption rates; devices used to consume music services and segregation of listeners and suggested target approach.
The research study reveals that digital music market grew by around 9% in 2012 and is expected to grow $9 billion worldwide in 2014. Strong growth is driven by the expansion of international and regional music brands as well as active smartphone growth in South East Asia, India and Africa, all topping 20 percent CAGR. It predicts that Asia-Pacific emerging markets are expected to approach $450 million and Latin America top $200 million in trade value in 2014.
Atul Madan, head of Digital Services, Mahindra Comviva, said: "The music industry is witnessing dynamic changes and consumption patterns are shifting, driven by the increasing adoption of smartphones. The study reiterates our belief that the future of digital music will be based on enhanced engagement, 360 degree music experience and addressing the needs of price sensitive markets. Localized and customized content will play a greater role in enticing consumers."
Across the nine markets surveyed (both emerging and developed), the share of devices used for listening, purchasing or downloading music has changed dramatically in 2013, as compared to 2010. Computer share has dropped significantly by 14 percent points with mobile and tablets together up 15 percent points, emphasizing the importance of mobile for reaching lean-back listeners.
Segregating the group of digital music consumers into lean-back and lean-forward listeners, the study suggests that there is a huge opportunity for operators when it comes to offering personalized music packages and targeted music services that will help reduce churn, drive subscription and increase revenues.