Analyse of the product adoption lifecycle for Music streaming services in India
Music Streaming Services: Streaming music, or more accurately streaming audio, is a way of delivering sound — including music — without requiring you to download files from the internet.
How does it work: Music streaming works in a very simple way: a streaming service delivers data to a streamer in small amounts so that the user can get pre-buffered music that has been pre-buffered a few minutes or even seconds before playing a song.J
Where this coming from? It is started at January 1993 by Internet “Underground Music Archive (IUMA”) launched as the first free online music archive of MP3 downloadable songs. It allowed unsigned musicians to share music, communicate with their audience, and distribute their music to fans while avoiding record labels. Because unsigned artists were looking more for exposure rather than sales, this free online archive was a great method of marketing their music.
From there so many companies like Pandora, Spotify, Sound Cloud, Last Fm etc launched the services into Music streaming..
Various Music Streaming Available in Indian Market:
Gaana ,Apple Music, Youtube, Wynk (Owned by Airtel), Hungama, Amazon Music, MP3 Playes by private label brands.
Where does it lie in the product adoption curve:
· Currently in India , the music streaming is to crossing from Late Majority to Laggards phase.
Growth and product adoption comparison with other music streaming services:
Growth hacks: Growth hacks requires mainly
· Creative marketing
· Experiments & Data
· Automation & Engineering.
Lets go by the example of Spotity Music stream and their hack methods:
Free Service: It offers free basic features with advertisements or limitations, while additional features, such as improved streaming quality and music downloads, are offered via paid subscriptions.
Unique Value Proposition: Spotify’s Unique Value Proposition was to give users complete control and access to any song, on-demand, for just $10/month, along with a free option that offered more than simple radio-style streaming — not to mention the fact that it was totally legal.
Partnership: In 2016 Starbucks and Spotify became partners. The goal of this partnership was to drive listenership to the streaming service and allow the chain coffee shops’ customers to easily engage with music played at its 7,500 locations.
In 2016, Spotify integrated with Facebook Messenger allowing people to share their Spotify songs or playlists directly within a chatbox. Because each track, album and playlist has a unique URL, Spotify is sharing-friendly.
This integration accelerated Spotify’s growth through referral traffic. Ultimately, millions of Facebook users also became advocates of the music platform because it filled the users’ desire to share their music socially.
Data Study: Using their data insights about users’ listening habits, Spotify put together their best ad campaign so far.
The campaign is called Thanks 2016, it’s been weird, it was released in October 2016 and featured outdoor billboards containing funny messages based on the weird, wonderful and emotional playlists Spotify users had created.
During the course of the campaign’s run, Spotify subscription growth easily broke all company records. The increase in monthly active users exceeded targets, with over 1 billion streams directly attributed to the campaign, and over half a million reactivated users.
Summary:
India’s streaming music market is now 200 million strong — but hardly anyone’s paying for it. India, a country where people have traditionally relied on radio and television to listen to music, now has over 200 million listeners using music streaming services. Having said, Music streaming service crossed the major initial struggles in fetching a foot in the e-services.
Reference:
Rise of Musing Streaming: https://www.sutori.com/story/history-of-music-streaming--zqSr2qQSuWhuDsXbmAUxfi6Y
Growth Hacking: https://www.hypebot.com/hypebot/2016/04/music-business-growth-hacking-101.html
https://medium.com/@brand_minds/3-growth-hacks-spotify-uses-in-brand-strategy-7d8dfba2e1fc
