Music and Youth
‘Sony music segmentation study’ a Feci report
Sony Music India Segmentation Study is India’s first and largest research undertaken to analyze psychographic and demographic profiling of Indian audiences based on their music consumption patterns. It offers a never seen before insight into the life of a consumer over-layed with their music preferences.
The proprietary Sony Music Segmentation Study is conceptualised and managed by the International Insight Team –at Sony Music UK and India along with market research giant GMI (Global Market Insite) with the objective of providing audience insight and music trends across different consumer segments in key markets. For India, a nationally representative sample size of 7500 + consumers aged 13 + across 23 cities, were asked a series of question statements and choices; including their hobbies interests and preferences from hundreds of artist, brands, retailer and media outlets they regularly interact with.
The study uncovers 28 unique segments of music consumers classified under a model called as FECI – Fanatic, Enthusiast, Casual and Indifferent, based on how central music is to their lives. The trend study also researched the usage and consumption habits, music spends by teenagers in urban cities, music discovery patterns across age groups, music consumed on a daily basis, brands consumers admire and spend on with respect to music & the role it plays in marketing and advertising.
Commenting on the study, Mr. Shridhar Subramaniam, President, India & Middle East – Sony Music said, “The consumers of music are a poorly researched and understood segment. Though music is central to most Indians and the music industry in India has grown exponentially very little has been invested into understanding how they discover, behave and interact with music and artitsts. Sony Music India Segmentation Study is the first in-depth and extensive research that digs deep into the music consumption habits of consumers to understand trends, preferences and lifestyle choices. These insights can be leveraged by artists, marketeers and brands to talk to consumers more effectively.
Key findings of the Sony Music Segmentation Study:
- 70% of those surveyed admitted to attending a music festival or concert for the ‘experience’ and not so much the ‘music’ on offer
- CRBT witnesses a comeback with urban audiences spending almost upto 8-10% of their income on it Males spend maximum on CRBT over females
- 40% of people directly follow artists on social media for updates
50% of people access music on their mobile phones of which maximum stream music
Music and Youth
TLC launches ‘World On My Plate’ with Shipra Khanna
New travel-food series premieres 29 March at 7:00 PM.
MUMBAI: Shipra Khanna just packed her bags and her flavours because when a celebrated chef takes you on a global plate tour, even the couch starts feeling like first-class. Warner Bros. Discovery India has announced the launch of World On My Plate with Shipra Khanna, a new travel and food series set to premiere on TLC on 29 March at 7:00 PM. Hosted and curated by the popular chef and television personality, the show blends food, travel and culture through an intimate and immersive lens.
Across three visually rich episodes, Shipra journeys to global destinations to explore not just what people eat, but why they eat it, uncovering the stories, traditions and human connections behind every dish. The series opens in London, weaving its iconic landmarks with diverse culinary scenes, before moving to Spain’s vineyards, olive orchards and coastal kitchens.
Warner Bros. Discovery head of advertising revenues for South Asia Tanaz Mehta said: “At TLC, our focus has always been on bringing authentic stories that reflect how people live and connect. World On My Plate builds on this by using food as a lens to explore shared traditions across geographies. We’re excited to collaborate with Chef Shipra Khanna, whose perspective brings both depth and relatability to these narratives.”
Shipra Khanna added, “Food has always been my way of connecting with people and understanding cultures. With World On My Plate, I’ve had the opportunity to step into new worlds, learn from incredible individuals, and share stories that go far beyond the plate. This show is very special to me.”
The series promises strong visual storytelling, meaningful interactions and a fresh perspective on global cuisine celebrating flavours alongside the emotions and traditions that shape them.
In a world where travel shows often feel like distant postcards, Shipra Khanna is serving up something far more personal: a passport to cultures through their kitchens, proving that the best way to understand a place is still through the plate. Tune in to World On My Plate with Shipra Khanna starting 29 March at 7:00 PM on TLC.
