IMI Reports

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Vision 2022: Unlocking Fair Value to Stakeholders to Propel the Recorded Music Industry in India to the Top 10 Music Markets in the World

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On 3rd September, 2019, the Indian Music Industry (“IMI”) hosted the 2nd edition of Dialogue: The Indian Music Convention 2019 in New Delhi. The national conclave saw participation from key stakeholders in the music ecosystem including representatives from the recorded music companies, copyright societies, industry partners (DSPs), as well as representatives from IFPI, think tanks and diplomatic missions. The DPIIT and Copyright Office continued to show their support for the increased engagement between these stakeholders, through their participation at the event.

At Dialogue, IMI along with Deloitte today jointly launched “Economic impact of the recorded music industry in India”. Ms Sumita Dawra, Joint Secretary, DPIIT, unveiled the report along with Mr Vikram Mehra, Chairman, IMI.

“Vision 2022: Roadmap for India to reach the top ten music markets in the globe” per IFPI metrics was the mission statement of Dialogue 2018 and I am pleased to say that we are on course to achieve our objective. India jumped to 15th place in the IFPI global rankings in 2019 from 19th in 2018. For the 3rd year in a row IMI members have recorded an average of 20% growth rate for the past three years. Today we are at US$ 156.1 mn and are currently around US$ 143 mn away from reaching the 10th spot. Some of the low hanging fruits are:

Sync Revenues:
With digital advertising growing at 33.35 % and the total pie at approximately US$ 2.64 bn or INR 169 bn in India, the increase in advertising spend is an opportunity for our members and IMI is working at various levels and forums to evangelize the effective and economic use of sync licenses with the advertising fraternity (brands, associations etc.) and the advertisers.

Driving traffic to legitimate sites is another key focus area:
As per the IFPI – IMI Digital Music Study 2019, research indicates 67% consumers still visit pirated websites for their music needs. We commend the efforts of CIPAM, MCDCU and IMI continues to support these efforts. IMI has welcomed the Dynamic Site Blocking ruling of the Delhi High Court. Piracy is like cancer needing both chemotherapy and palliative care. The focus has been on chemotherapy and the industry will maintain those levels but will also increase our efforts on palliative care and work together with the all the stakeholders, the DSP’s, telcos and the creative industries in driving traffic to legitimate sites.

Lastly, Brazil earned US$ 77.4 mn in Public Performance revenues when compared to US$ 14.7 mn earned by India, we are hopeful that PPL will be granted society status soon and that will help us grow this revenue stream.

The recorded music industry in India embodies and has many touch points with our Hon’ble Prime Minister Shri Narendra Modi’s vision to name a few, #STARTUPINDIA #DIGITALINDIA #MSMEINDIA #INVESTINDIA.

We live in interesting and challenging times.

A joint report of both of the events can be downloaded here

IMI FICCI IFPI digital piracy seminar report

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The Government of India has shown foresight in identifying the Media & Entertainment Industry as a champion sector. In the creative world, the tiniest idea gives birth to stories which take the form of various visual & performing arts. There are many livelihoods involved in the creation of films, music, literature & art, the entire creative process has investments and economics driving the sector and contributing to the GDP. A vibrant creative sector contributed 4% (2017) to the economy of United Kingdom and 4.2% (2018) as seen in the US economy. In Asia, K-Pop today contributes USD 5 billion to the South Korean economy – the leading player of K-Pop, Big Tree Entertainment today has a market valuation of USD 1 billion. Per FICCI-EY 2019 report, the Media and Entertainment Industry in India is estimated to have revenues approximately USD 25 billion. For our country, with a rich diversity and cultural heritage there are many stories to tell, and there is no reason why the industry in India cannot achieve the GDP contributions of markets like United Kingdom, US and South Korea. In India, as long as there are a high percentage of revenue leakages in the monetization chain because of piracy, fair value to all stakeholders in the creative process will always remain a pipe dream and champion status will always elude us. The Government has addressed this concern recently, but the time has now come to introduce administrative measures which will empower the executive and bring immediate and long-term relief to this cancer called piracy of content.

The report can be accessed here.

Digital Music Study, 2019

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IFPI designed and ran the Music Consumer Study, 2019 across 21 of the world’s major music markets, exploring the music habits of consumers worldwide. Fieldwork was carried out by independent research agency AudienceNet. India was a key part of the study and this document explores some of the insights taken from the responses of the 3,000 surveyed Internet users in India aged between 16-64. The policy implications of this study are also discussed.

Key Insights:

  • The society in India has a strong engagement with music across ages and platforms; 80% of surveyed internet users
    identified themselves as “music fanatics” or “music lovers”, higher than the corresponding global average of 54%.
  • Compared to their global counterparts, the surveyed respondents in India showcased a greater preference to
    visually engage with music- with the time spent on video streaming services accounting for 28% of the average user’s
    total listening time in India, i.e., 5.3 hrs/ week, compared to the global average of 19.6% or 3.5 hrs/ week
  • Radio engagement in India is high, increasing even; on an average, 86% of surveyed respondents used radio (live or on demand) to consume music – engagement with radio formats was equitable across all age-groups, though consumption was particularly higher in the age group of 35-44 with 90% users opting to listen to music on the radio in the past three months.
  • Music listeners aged 16-44 are more likely to pay for audio streaming as they prefer an ad-free experience, the autonomy to listen to anything at any time, convenient form of music streaming and access to a one stop shop for all their respective music preferences.
  • An emerging form of copyright infringement, social media piracy has emerged in India owing to developments in app space. Certain apps make available on their platforms unlicensed sound recordings owned by record labels in India and seek immunity under “safe harbour provisions” to escape liability

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Read the full report here