iWorld
Digital media dominates consumers’ choice in India but growth in consumption appears to be slowing: YouGov
Mumbai: YouGov’s Global Media Whitepaper 2022 across 18 international markets shows that in India, two-thirds of urban Indian consumers (67 per cent) reported having visited websites/apps in the last 12 months, and six in ten (59 per cent) intend to continue this activity in the next 12 months.
The whitepaper sought to understand how media behaviour has changed over the last year and what the future media landscape might look like in the coming year.
When comparing global future media behaviour to the previous 12 months, YouGov research shows that media penetrations remain high and stable across various types of media. Digital media continues to dominate consumer choice, with websites or apps registering the highest penetration.
More than half have streamed video and music (53 per cent and 51 per cent respectively) in the previous 12 months, and a similar proportion (48 per cent and 50 per cent) are likely to do so in the coming 12 months.
Watching TV (both live and non-live) appears to be more popular than watching movies in a theatre, but engagement with cinema may increase in the future.
Listening to the radio and attending live events were the least consumed forms of media in the past twelve months, and consumption is likely to remain similar in the future as well.
Exploring consumption of different media channels by age, annual penetration of websites/apps remains high across all age groups, whereas engagement with social media starts to drop off among adults aged 45+.
Traditional media activities such as watching live TV and reading newspapers/magazines have lower engagement among those under 24. Younger audiences are significantly more likely to stream music and videos, play video games, listen to podcasts, and attend live in-person events or watch movies at the cinema than watch TV or read newspapers/magazines.
If one looks at the ‘net growth scores’ for each media activity (calculated by subtracting lower consumption from higher consumption percentages) in the last 12 months, we see polarisation between digital media activities and outdoor in-person activities.
At the top end of the scale, websites and apps registered the highest ‘net growth’ score in the last 12 months (+57 per cent), followed by social media (+45 per cent), streaming music (+36 per cent) and streaming video (+35 per cent). On the other hand, traditional media like radio registered a negative ‘net growth score’ of 10 per cent, along with in-person mediums such as live in-person events (five per cent) and watching a movie in a theatre (three per cent).
Looking ahead to the next 12 months, growth in consumption of digital media types appears to be slowing, but penetration of traditional media (such as newspaper/magazine, and radio) is expected to grow in the next twelve months.
In-person media activities are likely to pick up in the future as well. Watching a movie in a theatre shifts the ‘net growth’ score from a negative (three per cent) ‘net growth’ score in the last 12 months, to a positive (five per cent) score in the next 12 months.
The gap between those expecting to increase their number of outings at live events (rather than decrease) is also closing, with a one per cent ‘net growth’ score in the next 12 months (compared to five per cent in the previous 12 months).
As media behaviour continues to evolve, it is key for marketers and advertisers to understand which media consumption habits are most likely to stick and which are set to grow among current consumers.
iWorld
Warner Chappell Music launches India ops, Jay Mehta to lead unit
WMG shifts to direct model, unifying publishing and recorded music
MUMBAI: Warner Chappell Music has officially launched direct operations in India, marking a strategic shift by parent Warner Music Group to deepen its presence in one of the world’s fastest-growing music markets.
The move replaces the company’s earlier sub-publishing model with a full-fledged, on-ground operation, aimed at giving Indian songwriters stronger access to global networks, rights management tools, and creative infrastructure.
To lead the push, Jay Mehta has been handed an expanded mandate. Already serving as managing director of Warner Music India, Mehta will now oversee both recorded music and publishing across India and neighbouring South Asian markets, effectively bringing the two sides of the business under one roof.
The unified structure is designed to streamline how artists and songwriters work with the company, offering a more integrated ecosystem that spans compositions, recordings, and global distribution.
Warner Music Group managing director, recorded music and publishing, India and SAARC Jay Mehta said, “India’s songwriters are world-class, constantly redefining genres and pushing creative boundaries. By establishing a direct footprint for Warner Chappell, we’re bridging the gap between local brilliance and global opportunity.”
The timing is no coincidence. According to CISAC, creator collections in India jumped 42 per cent year-on-year to Rs 7 billion in 2024, while IFPI ranks India as the 15th largest recorded music market globally. At the same time, the industry is undergoing a structural shift, with independent and non-film music gaining ground over traditional Bollywood soundtracks.
Warner’s bet is that a direct presence will help it capture this changing dynamic. The company is also offering India-based creators access to its proprietary tools, including AI-powered royalty matching systems and real-time analytics platforms, aimed at improving transparency and earnings visibility.
Warner Chappell Music co-chair and CEO Guy Moot said the move is about shaping a publishing ecosystem that “works for creators and ensures their music is heard, protected, and rewarded everywhere.”
Meanwhile, Warner Music Group CEO Robert Kyncl underlined India’s importance to the company’s global strategy, noting that the new structure creates a “unified powerhouse” for both creators and audiences.
With local studios, global reach, and tighter integration across its business lines, Warner is clearly doubling down on India. And as streaming habits evolve and independent music rises, the company is positioning itself to be not just a participant, but a key architect of the country’s next music chapter.
