I think the Company as well as the Sector are not lucrative. Below are my personal observations.
Reliance on Past Glory (90s):
Company is heavily reliant on its collection primarily, 90s hits. In fact, its entire youtube, instagram, website, and other platforms are filled with so-called new content being 90s playlist, re-releases, remixes, etc.
The new content appears to be relatively pale in popularity and smaller in terms of quantity.
90s are over since 2.5 decades now. Generations that enjoyed 90s music is now in their 40s and 50s. They are busy with their businesses, learnings and upskilling, spirituality, etc. Their music taste too has expanded to international music, bhajans, instrumental, etc. Further, instead of music, time and attention are taken by podcasts, audiobooks, etc. Post-millennials, Gen Z being the first fully “digitally native” generation, have a completely different taste in music. Further, on the audio front, time and attention are divided into music, podcasts, audiobooks, learnings, etc. All in all, 90s music, just like everything else will phase out with time. In fact, it has phased out. But Company management appears to be in denial and cut off from reality. Company’s reliance on its past glory is a huge cause of concern when other entities in music industry, like Spotify, are updating their library with newer content including podcasts, etc.
As a sector, I do not find it investable right now. I feel that Indian music’s share in Indian people’s lives has declined.
Indian Music Share Decline in Indian Public’s Lives:
I. Pervasiveness of Indian Music (Drastic Decline Due to Music Copyright- Double-Edged Sword):
Prior to music copyright being enforced (in recent years), Indian music and songs were pervasive in India. Music would be played in establishments like restaurants, showrooms, etc in the background, during every public gathering (small and big), weddings, college festivals, festivals like Ganpati, Diwali, Navratri, etc.
Even on TV, songs would often get revived and popular due to being played on shows like Kapil Sharma Show, Bigg Boss, etc. Those songs would again get a revival and be played repeatedly on Youtube, etc.
However, with strict copyright enforcement, royalty / license fee have to be paid for song / music being played. This applies to lounges, hotels, pubs, banquet halls and even wedding venues. As a result, most establishments like restaurants, etc have stopped playing music. Shows like Bigg Boss have replaced morning movie songs with their own compositions which are not that popular. On Youtube videos, shorts of Kapil Sharma show, movie songs are muted. Music is only purchased when a person deems it worthy of the expense. In a developing country like India, it is often a discretionary spending and people avoid it. So, Indian public does not have the pervasive touch with music as it had earlier.
II. Exposure to Non-Indian, International Music:
Global music industry is massive. With globalization and increased international exposure, the newer generations (after Millennials) is no longer stuck to Indian music alone. International music, artists, live shows, etc have a robust and increasingly growing demand. It appears that international music growth could well outpace Indian music growth for certain demographics.
III. Sudden Availability of Non-Music Content (Indian movies, international movies and tv shows, podcasts, stand up comedy, motivational content, educational content, documentaries, educational, health, hobby, news, etc):
On the other hand, a mountain of videos such as podcasts, stand up comedy, motivational content, documentaries, educational, health, hobby, news, etc are streamed for free (ad supported) as well as for a price. Further, with education becoming more digital, side hustle becoming more popular, people becoming more aware about health, fitness, news, etc., the need for non-music videos has gone up. Many people are willing to pay for such content rather than paying for music.
Plethora of Indian movies were now available for streaming (as opposed to having to visit a theatre during its release or waiting for it to be streamed by a channel). Video players were purchased only by higher income strata unlike music audio tapes which were purchased by all economic strata. So, the backlog of unwatched movies for Indian public was way higher than that of music not listened to. That is also the reason why Netflix, etc were more popular and hooked on to when they newly entered the market as opposed to now, where they are more pervasive but not that essential. Now, even OTT Platforms are struggling and fiercely competitive as the appetite for movies and tv shows is now milder than before.
With the advent of streaming platforms like Netflix, international movies and tv shows were also accessible to Indian public. The initial popularity of OTT platforms was due to high appetite and hunger for international content which was earlier unavailable. However, even that novelty has faded. People are no longer auto-renewing their subscriptions. People are not hesitant to switch from OTT platform to another. In fact, music, OTT subscriptions, etc are the first to be cut from personal budgets.
IV. Expansion of Television:
In the recent years, television has exploded with hundreds of channels for entertainment, news, etc. Tv shows such as daily soaps, series, reality shows, social cause content, infotainment, etc are available to Indian public.
Bollywood actors hosting tv shows; singers, dancers, etc being on reality shows; and premiumisation has led to TV becoming a popular medium with social strata.
TV consumption has risen significantly with people spending hours on tv content daily. TV has eaten into music’s share.
V. Indian Public Becoming Busier with Activities Instead of Passive Music Listening:
Advent of social media has led to public creating content via reels, shorts, etc rather than simply consuming content.
Reading (kindle, etc), online classes, etc are now available with internet.
Further, internet has made knowledge available to everyone. Newer opportunities have opened up (business, education, learning, etc).
General Public is busy implementing health tips, learning new hobbies, etc rather than passively listening to music for hours (those days are long gone and likely to never come back).
Increasing income has led to spending more time and money on travel, lifestyle upgrades, shopping, fitness activities, etc rather than passive music consumption.
VI. Repeatability & Piracy versus Novelty:
Company, in its annual report, has cited that music has highest repeatability as compared to news, movies, etc.
It also appears that music companies count on “repeatability” for a significant portion of their revenue generation.
In today’s world, there is an ocean of new content being unleashed everyday- both music and non-music. So, repeatability of any form of content is likely to be significantly lower than in prior times.
Further, music has historically been more susceptible to piracy than certain non-music content.
Due to piracy, the revenue from one-time as well as repeated consumption is likely to continue to be lost.
VII. Free, Ad Revenue Based Music Not Sustainable and India Not Ready to Pay for Music:
For streaming services, the business model doesn’t permit providing free music, and this fact is well understood by both the music labels and digital service providers. Hungama, Wynk, Resso have closed down. Gaana, Spotify, JioSaavan are pushing for paid subscription.
While the push for paid subscription led to paid subscriptions growing from 8 million to 10.5 million, it reduced the overall audience from 185 million to 175 million. [India’s Music Segment- EY-FICCI Report (2025)].
With plethora of non-music content vying for Indian public’s attention, the bond of public with music has already thinned. To top that with the burden of having to pay for music has alienated a section of users.
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All in all, factors cited above has caused a decline in music’s share in Indian people’s lives.
Non-music content and other activities have eaten into music’s share in terms of time and money spent by people.