K-Pop & Punjabi Music Displacing Bollywood Music In India

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Late last week Spotify printed details about its first six months in India. The biggest thing to come out of the whole data was that Bollywood’s grip on India was slipping big time! K-Pop and Punjabi Music were the biggest winners of market share over the last year.

Among all the audio-streaming services in India,  Spotify and Apple Music offer the most comprehensive catalogues of K-pop.

The Spotify released data reflects what is happening on other music streaming sites such as Gaana and JioSaavn –  The share of Bollywood music, India’s dominant musical genre, as a percentage of overall streams, is getting smaller. According to KPMG India’s newest Media and Entertainment report, Bollywood music’s portion of the pie slipped from as much as 70% in mid-2016 to a little over 50% in early 2019, while international music fell to 18%.

KPMG said the declines can be attributed to the growth in popularity of regional language music, which now accounts for 32% of all of the consumption on streaming services. The consultancy noted that Punjabi tracks contribute 12% of all regional music streams, the same proportion as Tamil and Telugu tunes put together. A key difference between the music in these languages: The majority of Punjabi plays are of non-film pop and hip-hop, while most Tamil and Telugu songs are from movie soundtracks.

On Gaana, the consumption of regional music is currently six times what it was two years ago, and it contributes close to a third of all the streams on the platform. And on JioSaavn, a surge in demand for regional music has led to a fall in international music’s share from 25% in 2018 to only half that in 2019. Acts like Badshah and Guru Randhawa helped Punjabi recently overtake English as the second most-played language on the platform. (Hindi, Telugu and Tamil occupy first, fourth and fifth place respectively.)

How these artists and genres stack up against each other when the streams are consolidated should be clear when trade organization the Indian Music Industry launches its official chart by the end of the year.

Spotify India’s top playlists (March to August 2019)
1. Today’s Top Hits (international)
2. Top Hits Hindi
3. New Music Hindi
4. Punjabi 101
5. New Music Punjabi
6. Bollywood Romance
7. Bollywood Mush
8. Bollywood Butter
9. All Out 10s (international)
10. Top Hits Punjabi

Most streamed acts in India (March to August 2019)

Spotify
1. Arijit Singh (Bollywood, Bengali film music, Hindi pop)
2. Tanishk Bagchi (Bollywood, Hindi pop)
3. Neha Kakkar (Bollywood, Hindi and Punjabi pop)
4. Badshah (Bollywood, Hindi and Punjabi hip-hop)
5. BTS (K-pop)
6. Sherya Ghoshal (Bollywood)
7. Dhvani Bhanushali (Bollywood, Hindi pop)
8. A. R. Rahman (Bollywood, Tamil and Telugu film music)
9. Shawn Mendes (international)
10. Post Malone (international)

Apple Music
1. Arijit Singh (Bollywood, Bengali film music, Hindi pop)
2. Ed Sheeran (international)
3. Post Malone (international)
4. Drake (international)
5. Taylor Swift (international)
6. Billie Eilish (international)
7. Imagine Dragons (international)
8. The Chainsmokers (international)
9. Ariana Grande (international)
10. Maroon 5 (international)

JioSaavn
1. Arijit Singh (Bollywood, Bengali film music, Hindi pop)
2. Tulsi Kumar (Bollywood)
3. Neha Kakkar (Bollywood, Hindi and Punjabi pop)
4. Sherya Ghoshal (Bollywood)
5. Alka Yagnik (Bollywood)
6. Dhvani Bhanushali (Bollywood, Hindi pop)
7. Tanishk Bagchi (Bollywood, Hindi pop)
8. Badshah (Bollywood, Hindi and Punjabi hip-hop)
9. Udit Narayan (Bollywood)
10. Kumar Sanu (Bollywood)

Gaana
1. Tanishk Bagchi (Bollywood, Hindi pop)
2. Devi Sri Prasad (Telugu and Tamil film music)
3. A. R. Rahman (Bollywood, Tamil and Telugu film music)
4. Guru Randhawa (Punjabi pop, Bollywood)
5. Arijit Singh (Bollywood, Bengali film music, Hindi pop)

Most streamed songs (March to August 2019)

Spotify
1. Sunflower (from “Spider-Man: Into The Spider-Verse”) – Post Malone and Swae Lee
2. Sucker – Jonas Brothers
3. Duniyaa (from “Luka Chuppi”) – Akhil and Dhvani Bhanushali
4. On My Way – Alan Walker, Sabrina Carpenter and Farruko
5. Without Me – Halsey
6. 7 Rings – Ariana Grande
7. Senorita – Shawn Mendes and Camila Cabello
8. Old Town Road (Remix) – Lil Nas X featuring Billy Ray Cyrus
9. Vaaste – Dhvani Bhanushali and Nikhil D’Souza
10. Wow. – Post Malone

Apple Music
1. Senorita – Shawn Mendes and Camila Cabello
2. Duniyaa (from “Luka Chuppi”) – Akhil and Dhvani Bhanushali
3. Lamberghini – The Doorbeen featuring Ragini
4. Bekhayali (from “Kabir Singh”) – Sachet Tandon
5. Apna Time Aayega (from “Gully Boy”) – Ranveer Singh
6. Sunflower (from “Spider-Man: Into The Spider-Verse”) – Post Malone and Swae Lee
7. Tujhe Kitna Chahne Lage (from “Kabir Singh”) – Arijit Singh
8. Old Town Road (Remix) – Lil Nas X featuring Billy Ray Cyrus
9. Tera Ban Jaunga (from “Kabir Singh”) – Akhil Sachdeva and Tulsi Kumar
10. Vaaste – Dhvani Bhanushali and Nikhil D’Souza

JioSaavn
1. Ve Maahi (from “Kesari”) – Arijit Singh and Asees Kaur
2. Tera Ban Jaunga (from “Kabir Singh”) – Akhil Sachdeva and Tulsi Kumar
3. Duniyaa (from “Luka Chuppi”) – Akhil and Dhvani Bhanushali
4. Tujhe Kitna Chahne Lage (from “Kabir Singh”) – Arijit Singh
5. Bekhayali (from “Kabir Singh”) – Sachet Tandon
6. O Saki Saki (from “Batla House”) – Neha Kakkar, Tulsi Kumar and B. Praak
7. Photo (from “Luka Chuppi”) – Karan Sehmbi
8. Vaaste – Dhvani Bhanushali and Nikhil D’Souza
9. First Class (from “Kalank”) – Arijit Singh and Neeti Mohan
10. Teri Mitti (from “Kesari”) – B. Praak

Gaana
1. Duniyaa (from “Luka Chuppi”) – Akhil and Dhvani Bhanushali
2. Vaaste – Dhvani Bhanushali and Nikhil D’Souza
3. Coca Cola (from “Luka Chuppi”) – Neha Kakkar, Tony Kakkar and Young Desi
4. Photo (from “Luka Chuppi”) – Karan Sehmbi
5. Ve Maahi (from “Kesari”) – Arijit Singh and Asees Kaur

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