Project Report

On
CONSUMER PREFERENCES BETWEEN DIFFERENT
MUSIC STREAMING APPLICATIONS

Submitted in Partial Fulfilment for the Award of the Degree

of Bachelor of Business Administration 2019-2022

Under the Guidance of: Submitted By:

Dr Sushila Gupta Akshit Jain
Assistant Professor, MAIMS 35914701719

Maharaja Agrasen Institute of Management Studies Affiliated to Guru

Gobind Singh Indraprastha University, Delhi PSP Area, Plot No. 1, Sector 22,
Rohini, Delhi 110086, India
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 Certificate from Internal Supervisor

This is to certify that Akshit Jain has completed the project report entitled
“Consumer preferences between different music streaming applications” towards
partial fulfilment of the requirements for the award of the Degree of Bachelor of
Business Administration at Maharaja Agrasen Institute of Management
Studies,Delhi.
This report is the result of his own work and to the best of my knowledge.

Internal supervisor

Dr Sushila Gupta
Assistant Professor

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 Student Declaration

This is to certify that I, Akshit Jain has completed the Project Report
entitled Study of Consumer preferences between different music streaming
applications under the guidance of Dr. Sushila Gupta, Assistant Professor
towards partial fulfilment of the requirement for the award of the Degree
of Bachelor of Business Administration at Maharaja Agrasen Institute of
Management Studies, Delhi. This is an original piece of work and I have
not submitted it earlier elsewhere.

Name of the Student: Akshit Jain

University Enrolment No: 35914701719
Program: BBA
Batch: 2019-2022

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Table of Contents
CHAPTER – 1.............................................................................................................................................6
INTRODUCTION........................................................................................................................................6
INTRODUCTION....................................................................................................................................7
Spotify..................................................................................................................................................8
Apple Music.........................................................................................................................................9
gaana.com...........................................................................................................................................10
JioSaavn.............................................................................................................................................11
YouTube Music..................................................................................................................................12
Google Play Music.............................................................................................................................13
Amazon Music...................................................................................................................................14
OBJECTIVES OF THE STUDY...........................................................................................................15
Chapter-2....................................................................................................................................................16
Literature Review.......................................................................................................................................16
Literature Review...................................................................................................................................17
REVIEW OF LITERATURE............................................................................................................17
History of Monetization of the Music Industry.....................................................................................19
Chapter-3....................................................................................................................................................21
Research Methodology...............................................................................................................................21
PROBLEM DEFINITION.....................................................................................................................22
Research.................................................................................................................................................22
Research methodology...........................................................................................................................23
LIMITATIONS OF THE STUDY.........................................................................................................24
HYPOTHESIS OF THE STUDY..........................................................................................................25
Research Design.....................................................................................................................................25
Sources Of Data.....................................................................................................................................27
Sample Design.......................................................................................................................................27
Sample Size............................................................................................................................................28
INDUSTRY PROFILING......................................................................................................................31
Service Insights..................................................................................................................................32
Content Type Insights............................................................................................................................33
Platform Insights....................................................................................................................................33
End-use Insights.....................................................................................................................................34
Regional Insights....................................................................................................................................35

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 Segments Covered in the Report............................................................................................................35
Chapter-4....................................................................................................................................................37
Data Analysis and Findings.......................................................................................................................37
Interpretation:.........................................................................................................................................38
Findings..................................................................................................................................................49
CHAPTER-5..............................................................................................................................................50
CONCLUSIONS AND RECOMMENDATIONS....................................................................................50
SUGGESTIONS AND RECOMMENDATIONS.................................................................................52
BIBLIOGRAPHY......................................................................................................................................53
ANNEXURE..............................................................................................................................................54

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 CHAPTER – 1

INTRODUCTION

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 INTRODUCTION

"Music is said to be the essence of life and the beat of humanitv. Humans since the
inception of time have always gravitated towards a rhythm, a pattern that sounds good
and pleasant to the ears.”

"Music is a joy, it is an art, it is a reward and an escape, but it is also a business and
at the core of that business is the song."

In today's day and age, Music is an essential part of our lives. You will see
someone plugged in and grooving to the music playing in their ears through their
headphones. Its only natural that this pleasure system is monetized by the capitalist world
that we live in and companies did exactly that.

Music throughout history has been a commodity for the rich to store and for the
poor to enjoy not at their own convenience. But it always brought people together, and
gave them a sense of freedom, of oneness. Music played a great deal in the independence
of India but that's a topic for another day.

In this project, I am talking about the monetization techniques of music and how it
has been monetized through the years and where we currently stand.

Let me introduce the player's that we will be talking about in the context of this
project and big shareholders of the music industry.

Music is the art of arranging sounds in time through the elements of melody,
harmony, rhythm, and timbre. It is one of the universal cultural aspects of all human
societies

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 Spotify

Founded in 2006, the company's primary business is providing an audio streaming

platform, the "Spotify" platform, that provides DRM-restricted music, videos and
podcasts from record labels and
media companies. As a freemium service, basic features are free with advertisements or
automatic music videos, while additional features, such as offline listening and
commercial-free listening, are offered via pald subscriptions.

Launched on October 2008, the Spotify platform provides access to over 50 million
tracks. Users can browse by parameters such as artist, album, or genre, and can create,
edit, and share playlists.
Spotify is available in most of Europe and the Americas, Australia, New Zealand, and
parts of Africa and Asia, and on most modern devices, including Windows, macOS, and
Linux computers, and ioS, and Android smartphones and tablets. As of April 2020, the
company had 286 million monthly active users, including 130 million paying subscribers.

Unlike physical or download sales, which pay artists a fixed price per song or
album sold, Spotify pays royalties based on the number of artist streams as a proportion
of total songs streamed. It distributes approximately 70% of its total revenue to rights
holders, who then pay artists based on their individual agreements. Spotify has faced
criticism from artists and producers including Taylor

Swift and Thom Yorke, who have argued that it does not fairly compensate
musicians. In 2017, as part of its efforts to renegotiate license deals for an interest in going
public, Spotify announced that
artists would be able to make albums temporarily exclusive to paid subscribers if the
albums are part of Universal Music Group or the Merlin Network.

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 Apple Music

Apple Music is a music and video streaming service developed by Apple Inc. Users
select music to stream to their device on-demand, or they can listen to existing, curated
playlists. The service also includes the Internet radio station Beats 1, which broadcasts
live to over 160 countries 24 hours a day. The service was announced on June 8, 2015 and
launched on June 30, 2015 in over 100 countries worldwide. New subscribers get a three-
month free trial period befere the service requires a monthly subscription.

Originally strictly a music service, Apple Music began expanding Into video In
2016. Executive Jimmy Lovine has stated that the intention for the service is to become a
"cultural platform", and Apple reportedly wants the service to be a "one- stop shop for
pop culture". The company Is actively investing heavily in the production and purchasing
of video content, both in terms of music videos and concert footage that support music
releases, as well as web series and feature films. The original iOS version of Apple
Music received mixed reviews, with criticism directed towards a user interface deemed
"not intuitive"

However, it was praised for its playlist curation, a vast library of songs to stream,
and its integration with other Apple devices and services. In iOS 10, the app received a
significant redesign, which received positive reviews for an updated interface with less
clutter, improved navigation, and a bigger emphasis on users' libraries. Apple Music
rapidly gained popularity after its launch, passing the milestone of 10 million subscribers
in only six months. The service has 60 million subscribers around the world as of June
2019.

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 gaana.com

Gaana.com is the largest Indian commercial music streaming service with over 150
million monthly users. It was launched in April 2010 by Times Internet and provides both
Indian and international music content. The entire Indian music catalog is available to
users worldwide. Gaana.com features music from 21 languages including the major
languages such as Assamese, Bengali, English, Gujarati, Hindi, Kannada, Urdu, Odisha,
Marathi, Punjabi, Tamil, Telugu, Malayalam and other Indian regional languages.

Gaana.com allows users to make their playlists public so that they can be seen by
other users. They can view and favorite playlists. Its mobile app was launched to support
almost all operating systems.
Gaana.com was first registered on 21 June 2005 and was launched in April 2010.
Gaana.com formed a partnership in February 2013 with South Indian Music Companies
Association to acquire rights to music from 79 different labels. Consequently, Gaana.com
had access to more than 45+ million songs. Gaana generates an annual revenue of US$5
million for Times Internet.

Gaana allows users to make their playlists public so that they can be seen by other
users. They can view and favorite playlists. Its mobile app was launched to support
]

almost all popular operating systems like Android and Windows Gaana is priced at ₹99
(US$1.30) per month (within India) or $3.99 per month (outside India). Its free version is
also available. Premium version offers Ad-free music, HD quality music streaming and
allow users to download songs to play offline.

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 JioSaavn

JioSaavn (formerly known as Saavn & JioMusic) is the Indian online music
streaming service and a digital distributor of Bollywood, English and other regional Indian
music across the world. Since it was founded in 2007 as Saavn, the company has acquired
rights to over 5 crore (50 million) music tracks in 15 languages.

JioSaavn is a freemium service; basic features are free with advertisements

or limitations, while additional features, such as improved streaming quality and
music downloads, are offered via pald subscriptions.

On 23 March 2018, Saavn announced merger with JioMusie in a deal worth more
than $1 billon. The merger was completed In December 2018, with Saavn being
rebranded JioSaavn.

Saavn was founded in 2006 as BODVOD Network and initially distributed

Bollywood content in North America in a B2B offering. Saavnlater shifted its core
focus to become a music destination for fans of Bollywood and
other Indic music in 2009, re-launching its flagship product, Saavn.com, to become a
B2C product. As of today, Saavn is one of the largest distributors of Bollywood and
other Indian entertainment in the world.

On March 23, 2018, Reliance Industries Ltd acquired a majority stake in Saavn.
Reliance executed definitive agreements for combination of Saavn with its digital music
service, JioMusic. The combined entity is valued at over US$1 billion and renamed as
JioSaavn.

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 YouTube Music

YouTube Music is a music streaming service developed by YouTube; it provides a

tailored interface for the service oriented towards music streaming, allowing users to
browse through songs and music videos on YouTube based on genres, playlists, and
recommendations. The service also offers a premium tier, which enables ad-free
playback, audio-only background playback, and downloading songs for offline playback.
These subscription benefits are also offered to subscribers of Google Play Music and
YouTube Premium. The service will eventually supplant Google Play Music as Google's
main brand for music streaming and purchase.

On May 17, 2018, YouTube announced a new version of the YouTube Music
service, including a web-based desktop player and redesigned mobile app, more dynamic
recommendations based on various
factors, and use of Google artificial intelligence technology to search songs based on
lyrics and descriptions. In addition, YouTube Music became a separate subscription
service (positioned as a more direct competitor to Apple Music and Spotify), offering ad-
free and background/audio-only streaming, and downloading for offline playback, for
music content on YouTube. The service's
benefits will continue to be available as part of the existing YouTube Premium (formerly
YouTube Red) service, and to Google Play Music All Accesssubscribers.

The YouTube Music app was unveiled in October 2015 and released the following
month; its release came alongside the unveiling of YouTube Premium (originally
called YouTube Red), a larger subscription service that covers the entirety of the YouTube
platform, including the Music app. Although redundant to Google's existing Google Play
Music All Access subscription service, the app is designed for users who primarily
consume music through YouTube

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 Google Play Music

Google Play Music is a music and podcast streaming service and online music
locker operated by Google, part of its Google Play line of services. The service was
announced on May 10, 2011, and after a six-month, invitation-only beta period, it was
publicly launched on November 16, 2011.

Users with standard accounts can upload and listen to up to 50,000 songs from their
personal libraries at no cost. A paid Google Play Music subscription entitles users to on-
demand streaming of any song in the Google Play Music catalog, as well as access to
YouTube Music Premium. Users in several territories also have access to YouTube
Premium. Users can purchase additional tracks for their library through the music store
section of Google Play. In addition to offering music streaming for Internet-connected
devices, the Google Play Music mobile apps allow music to be stored and listened to
offline.

With a paid subscription to Google Play Music, users receive access to on- demand
streaming of 40 million songs and offline music playback on the mobile apps, with no
advertisements during listening and no limit on the number of track skips. A one-time 30-
day free trial for a subscription to Google Play Music is offered for new users. Paid
subscribers also receive access to YouTube Premium (including YouTube Music) in
eligible countries

Google announced that Google Play Music would be expanded to include a paid
on-demand music streaming service called "All Access", allowing users to stream any
song in the Google Play catalog. It debuted immediately in the United States for $9.99 per
month ($7.99 per month if the users signed up before June 30). The service allows users
to combine the All Access catalog with their own library of songs

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 Amazon Music

Amazon Music (previously Amazon MP3) is a music streaming platform and

online music store operated by Amazon. Launched in public beta on September 25, 2007,
in January 2008 it became the first music store to sell music without digital rights
management (DRM) from the four major music labels (EMI, Universal, Warner, and
Sony BMG), as well as many independents. All tracks were originally sold in 256
kilobits-per-second variable bitrate MP3 format without per-customer watermarking or
DRM; however, some tracks are now watermarked. Licensing agreements with recording
companies restrict the countries in which the music can be sold.

After the United States, Amazon MP3 was launched in the United Kingdom on
December 3, 2008, in Germany on April 1, 2009, and in France on June 10, 2009. The
German edition has been available in
Austria and Switzerland since December 3, 2009. The Amazon MP3 store was launched
in Japan on November 10, 2010. The Spanish and Italian editions were launched on
October 4, 2012. The edition
in Mexico was announced 7 November 2018.

On September 17, 2019, Amazon Music announced the launch of Amazon Music
HD, a new tier of lossless quality music with more than 50 million songs in High
Definition (16bit/44.1kHz), and
millions of songs in Ultra High Definition (24(bit)/44(kHz), 24/48, 24/96, 24/192), the
highest-quality streaming audio available, Amazon is now among Tidal and Qobuz who
offer lossless music for audiophiles.
On January 2020, Amazon Music had 55 million listeners.

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 OBJECTIVES OF THE STUDY

• To study the consumer preference towards different music apps

• To know the consumer view towards the music.
• To know which music app is the most preferred one.
• To know about consumer needs and demands
• To know about consumers satisfaction

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 Chapter-2

Literature Review

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 Literature Review

 Dr Milind A Marathe, Mr. Gaurav Gawade on 2 July 2020: The

technological innovation along with digital revolution, has forced the

enterprises and companies globally to restructure their business strategies
to grab the opportunities. Looking at the todays scenario of hyper-
competitive economy, the reaction time of consumers has changed to
microseconds; the biggest challenge is handling stability and security. Due
to internet, the consumers‟ fundamentals have changed with respect to
expectations in
information regarding product and service along with price and speed.
Therefore, vendors now have a new approach for creating value for customers
and also building relationships with them. The basic motive of this paper is that
it should contribute to the better understanding of the areas that affect
consumers‟ perception, which in turn will guide consumers to experience hassle
free situation..

 Darius Zumstein and Wolfgang Kotowski,2020: Analyzing the results of

this ongoing research, following recommendations for emusic apps can be

derived.

 Provide discount codes: Music apps should provide discount codes

as an important and effective marketing and pricing instrument. It
is a way to attract new customers (e.g. discount codes for newsletter
inscription) and to retain existing customers (e.g. discount code for
loyal, engaged or valuable customers). Discount codes may lead to

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 lower revenue,but to significantly higher conversion rates.

 Personalize content and offers: Based on user and usage data,

information, content of e-music apps should be personalized..
personalization is relatively easy to implement and increases the
personal relevance and benefits for customers.

 Enable app reviews: Enable and promote app reviews and customer
engagement.

 They increase trust and thus promote sale of products.

 Anusuya.A and Dr. R. Mayilsamy, November 2020: This study concluded

onlines music apps is a highly best one, when compared to traditional forms
of listening to music. The study about the various aspects of customer
prefernce on different emusic apps is satisfied with price, types of music etc
If the suggestion given by the customers implemented successfully, the
growth of the company and the level of satisfaction of the customer will be
improved.

 Mr. Rambabu Cherukur, Ms. K. Lakshmi Jyothi, Mr. Shyam Patric, 2020:

In the present study which is descriptive in nature. It is rapid development

through the internet into the worldwide marketing environment. The
primary data should be collected through survey. At questionnaire form
we areprepared then I will collect 50 samples at the age group 18 -35.In
this survey how the customers satisfaction in this website.

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 History of Monetization of the Music Industry

Music has an essential impact on various fields of daily routines and plays a vital
role in our everyday life. Researchers have put a lot of effort in examining the influence
of music from multiple angles, e.g. by analyzing its social or psychological functions.
Next to music's influence on aspects relating to human needs and identity, the business
with music has become a huge economic powerhouse. In 2013 alone, the value of the
recording industry totaled USD 15 billion (IFPI, 2015).

However, there is hardly any other industry that has undergone more
transformation and has suffered more challenges in recent decades. One major disruption
within the music industry has been the impact of technological progress. Traditionally,
music was a limited commodity.

The music industry relied for a long time on the fact that physical media, like vinyl,
cassettes or CDs, were necessary to store music in order to make it accessible to the
public. Advances in music compression and broadband technologies, however, have
posed à substantial challenge to the music industry and changed the ways of music
making, music consumption, and music distribution.

Commercially released phonograph records of musical performances, which

became available starting in the late 1880s, and later the onset of widespread radio
broadcasting, starting in the 1920s, forever changed the way music was heard and
listened to.

The development towards decentralized, non-physical music storage and

distribution has also been referred to as the "democratization of music". This trend is also
reflected in the fact that physical
formats accounted for only 51 percent of music sales in 2013, while, at the same time,
nanphysical, digital revenues have risen to 39 percent of the recording industry's global
revenues (IFPI, 2015).

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Although music downloads still have the biggest share in the digital music business
model, their figures are dropping. Music streaming services, on the other side, are on the
rise. Streaming refers to
the consumption of music in "real time" without necessarily downloading the file. This
model has become more and more attractive for record companies, since revenues can
be generated either through advertising-supported streaming services or through
streaming subscriptions, while especially streaming subscriptions have shown
continuous growth (IFPI,2015).

Thus, the business model of music distribution is once more in motion and
musicians and practitioners alike are worried if the transition from downloading to
streaming can serve as a sustainable business model with future growth and profit
potential. Following from this, it becomes
visible that the music industry, and specifically music distribution, is about to undergo a
fundamental change.

The development of internet and mobile providers as media through which one
may have access to recorded music has not only profoundly changed the way music
business is done, but also the force-relation in this business. These innovations demand
an analysis from a sociological perspective in order to rethink the view we have of the
record industry.

When many different orchestras were able to play the compositions of few
composers as a result of sheet music distributed to them, the music publishing industry
was created.By the late 1800s, composers could write works that would be sold on paper
to hundreds of localised orchestras there are 3 main parts to the music industry: Live,
Publishing and Recorded. They have changed dramatically over their 150 year life and
most of that change has happened in the last 15 years.

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 Chapter-3

Research Methodology

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 PROBLEM DEFINITION

In India e-commerce evaluated like a giant with huge opportunity and success rate.
There are so many big and small players in market. Are they really going to sustain in
market for a long time and is there success rate for them. What are customers expecting
from them and are they ready to fulfill their requirements. The study is to understand both
parties' requirements and procedure.

Research

Business research can be described as a systematic and Organized effort to

investigate a specific problem that needs a solution. More specifically, it is a process of
planning, acquiring and analyzing* relevant data and information. We can define business
research as an Organized systematic, data-based, critical, objective, scientific problem
undertaken with the purpose of finding answers to it. In fact, research provides the needed
information that guides managers to make decisions. They can deal, successfully, with
problems.

Research comprises defining and redefining problems, formulating hypothesis or

suggested solutions, collecting, Organising, and evaluating data, making deductions and
reaching conclusion.

Research is "creative and systematic work undertaken to increase the stock of

knowledge". It involves the collection, organization and analysis of information to
increase understanding of a topic or issue.

Research is defined as the creation of new knowledge and/or the use of existing
knowledge in a new and creative way so as to generate new concepts, methodologies and
understandings. This could include synthesis and analysis of previous research to the
extent that it leads to new and creative outcomes.

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 Research methodology

 Introduction

Research Methodology is basically a process of collecting relevant information and

data for the purpose of understanding your sample size. There are various methods
available at the disposal of every researcher. Some common methods are
questionnaires, group discussions, individual interviews, online polls, telephonic
interview.

 Data Source

The research is conducted by surveying people from Delhi and Delhi NCR. The
method adopted to collect data was through a personal interviews. The objective
was to cover candidates across different ages and occupations.

Accordingly, forms were sent using the media platform . 32 responses were
received which were divided on the basis of age and occupation.

 Study Design

The research questionnaire consists both qualitative and quantitative questions.

Questions on the satisfaction/dissatisfaction have been asked quantitatively, while
challenges have been taken qualitatively.

The Qualitative Questions and their answers are individually studied and their

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 answers mainly used for studying the challenges to the payment system, so any
personal biases would not form part of the actual analysis.

 Method of Data Collection

Primary Data: The data was collected from residents of Delhi and Delhi NCR.
Through the interviews an attempt was made to gain information about their attitude
towards the digital payment system. Also, their views regarding whether their
spending has changed or not after the transition to a cashless economy.

Secondary Data: This was collected using the Internet through websites of
renowned organizations.

 Sample Size and Method of Sampling

Given the limited time and reach, a Sample Size of 32 people currently residing in
Delhi NCR was settled upon, which would be enough for the completion of the
objectives, as it covers a variety of age groups and occupations.

For selecting respondents from strata simple random sampling technique is used
using random number tables. Collected data is analyzed by calculating
percentages.

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 LIMITATIONS OF THE STUDY

Every research study has certain limitations. It has been difficult to collect data
from all over the country due to time and cost constraints.The study has used
convenience sampling. Besides, the sample size is very small and hence
geographical differences could not be made.
 Sometimes respondents altogether give biased answers in responding
to different questions.
 As the sample size was small, conclusions cannot be generalized.
 Unwillingness and inability of respondents to provide information.
 Lack of the previous research studies on this topic.

Research Design
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure. In fact, the research design is the conceptual structure within which research is
conducted; it constitutes the blueprint for the collection, measurement and analysis of data.

Different types of Research Design are as follows:-

1.Research design in case of exploratory research studies.

2.Research design in case of descriptive studies.

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3.Research design in case of diagnostic research design

4.. 4.Research design in case of hypothesis-testing research design.

In this study Descriptive research studies is used because descriptive research studies are
those studies which are concerned with describing the characteristics of a particular
individual, or a group and situation etc.

The design in such studies must focus attention on thefollowing or process in descriptive
research design is as follows:-

(a) Formulating the objective of the study.

(b) Designing the methods of data collection.
(c) Selecting the sample
(d) Collecting the data
(e)Processing and analyzing the
data. (f)Reporting the findings.

Sources Of Data

The task of data collection begins after a research problem has been defined and
research design plan chalked out. Basically two types of data are available to the
research namely:-

• Primary Data:-We collect primary data during the course of doing

experiments research but in case we do research of the descriptive type
and
performs surveys, whether sample survey or census surveys, then we can obtain primary
data either through observation or through direct communication with respondents in one
form or another or through personal interviews.

• Secondary Data:-Secondary data means data that are already available i.e., they
refer to the data which have already been collected and analyzed by someone
else.
Secondary data is research data that has previously been gathered and can be
accessed by researchers. The term contrasts with primary data, which is data
collected directly from its source.

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 Sample Design

In most of the research design it becomes almost impossible to examine the entire
universe. So the only alternative is to report to sampling. This is true for the present study
as well.

Basic principles to be followed in sampling are that the sample chosen must be
representative of entire universe to be studied.

Universe and Survey Population:-Universe is the set of objective to be studied. It can be

finite and infinite. And survey population is a part of universe that represents the whole
universe.

Sample Size

In this present study we have taken the sample size of 32 peoples to get their views
regarding preference towards different emusic apps

Sampling Method
In the present study, convenience sampling method has been used.

Data Collection Method:-

In dealing with any real life problem it is often found that data at hand are inadequate,
and hence, it becomes necessary to collect data that are appropriate. There are several
ways of collecting data which differ considerably in context of a survey, data can be
other resources at the disposal of the researcher.

Primary Data can be collected through various methods like:-

• Questionnaires
• Observation Method
• Through Schedules

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• Interview method

In the present study Primary data is collected through:-

• Telephonic interviews

Secondary data can be collected though various methods like:-

• Magazines

• Newspapers
• Websites
• Books

In the Present Study Secondary Data is collected through:-

• Different Websites
• Company Journals
• Books

Data processing
Editing, classification, coding and tabulation are the important stages in research. It is at
this stage the mass of data collected during the survey is processed with a view to
reducing them to manageable proportions. In other words, the data processing which
encompasses, editing, coding, classification, and tabulation, is an intermediary stage
between the collection of data and their analysis and interpretation. Thus, these are the
three crucial stages in the processing of social survey data.

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Stages in data
processing:- 1)Editing
2)Classification
3)Tabulation
4)Coding

Questionnaire designing
A questionnaire is a form prepared and distributed to secure responses to certain
questions. It is a device for securing answers to questions by using a form which the
respondent fills by himself. It is a systematic compilation of questions that are submitted
to a sampling of population from which information is desired.

Purpose of questionnaire are two fold:

• To collect information from the respondents who are scattered in a vast area.
• To achieve success in collecting reliable and dependable data. The
questionnaire procedures normally comes into use where one cannot readily
see personally all of the people from whom he desires response of where there
is no particular reason to see them personally.

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Questionnaire design process:
• Type of information needed
• Method of interview
• Contents of individual question
• Question structure
• Question wording
• Arranging questions in order

RESEARCH DESIGN
Descriptive COLLECTION
OF DATA
Primary data, secondary data SAMPLE
SIZE
32 respondents
SAMPLING UNIT
Individual
SAMPLING TYPE
Convenient sampling
AREA OF STUDY
Study area is limited to New Delhi ANALYSIS
PATTERN
Charts and Bar Graphs

METHOD OF DATA COLLECTION

interviews

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 INDUSTRY PROFILING

 The global music streaming market size was valued at USD 29.45 billion in
2021 and is expected to expand at a compound annual growth rate (CAGR) of
14.7% from 2022 to 2030.

 The rising penetration of digital platforms and the growing use of smart devices
areanticipated to boost the market growth over the forecast period.

 Platforms that allow users to listen to audio and podcasts and watch
music videos are examples of music streaming services.

 These platforms are gaining popularity owing to features such as song

recommendations, automatic playlist personalization, and hassle-free
connectivity on apps and browsers.

 Moreover, the expanding podcast genres on these portals are propelling the
market growth.

 In 2020, the COVID-19 outbreak prompted most countries to

impose lockdowns in order to prevent the virus from spreading.

 This ledto an increasing number of subscribers on music streaming platforms,

such as Spotify, Tencent Music Entertainment, and Amazon Music. Moreover,
the number of subscribers that engage in live streaming on platforms such as
Instagram and YouTube witnessed a surge.

 In the U.S., video content was already streamed more frequently than audio
content. However, it gained significant popularity during the pandemic. As a
result, COVID-19 has had a significant impact on the expansion of the market
for music streaming.

 The rising use of 5G connectivity has become one of the most popular trends in
the global market. Amazon has capitalized on this opportunity by launching a
new music HD service that will provide lossless music streams and downloads to
music enthusiasts in the U.S., the U.K., Germany, and Japan.

 With 5G's capability to send data several times faster than 4G, companies will
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 be able tooffer high-fidelity music streams as the technology is more widely
adopted.

 For live streaming music videos, Virtual Reality (VR), Augmented Reality (AR),
and hologram concerts are expected to gain wide popularity. Such developments
are fueling the growth of the market.

 Music streaming suppliers are focused on offering podcasts, song lyrics, and
music videos on their platforms to improve customer experience.

 For instance, in November 2021, Spotify AB partnered with Netflix, Inc.,

an American subscription streaming service and production company, to
offer Spotify users exclusive soundtracks, playlists, and content on the
music streaming platform.

 Additionally, in May 2019, SoundCloud Limited acquired Report Network,

which operates as a SoundCloud focused music distributor, to provide innovative
creators with a fully integrated upstream to Repost Network's invite-only tools
and services.

 Furthermore, new licensing prospects are starting to emerge for music IP

holders. Shortvideos, e-fitness, and other platforms are focused on acquiring IP
rights from music creators and publishers, potentially opening new revenue
streams.

 For instance, in July 2020, the National Music Publishers Association

(NMPA) secured a licensing agreement with TikTok, a platform with around
100 million
U.S. monthly active users and 700 million worldwide monthly active users.

 Nowadays, the music industry is heavily regulated with a strong focus on

the publishing rights of the music.

 Moreover, various regulatory amendments have been made to recognize the

rights of music creators in the digital age. While such reforms are hampering the
revenues of music streaming companies, they are likely to benefit from
recurring incomes for the content consumed.

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 Service Insights

Page | 33
  The on-demand streaming segment captured the largest revenue share of over
70.0% in 2021.
 This segment is likely to dominate the market over the forecast period. On-
demand streaming services have substantially restricted illegal music streaming
and downloading for all parties, from distributors to musicians.
 Moreover, they help improve customer convenience by offering discovery
features and suggestions based on their preferences.
 The live streaming segment is anticipated to register the highest CAGR of 16.0%
from 2022 to 2030.
 The potential of live streaming to reach a larger audience is the primary
factor drivingthe segment.
 Live streaming is the process of delivering live content to individuals via the
internet in real- time. Apart from services that are specifically designed for
live streaming, several social media outlets also endorse live videos.

 The growing popularity of live videos has encouraged musicians to stream

live on sites such as YouTube Live, Facebook, Instagram, and Twitter's
Periscope.
 This trend is anticipated to continue driving the segment over the forecast period.

Content Type Insights

 The audio segment captured the largest revenue share of over 60.0% in 2021.
 Audio content allows listeners to multitask, mainly while commuting,
exercising, orcompleting house chores.
 Furthermore, commercial places such as gyms, cafes, restaurants, and pubs
widely use audio streaming platforms to play music, thus contributing to the
segment growth.
 The video segment is projected to expand at the fastest CAGR of 15.6% from
2022 to 2030.
 This can be attributed to the growing preference of consumers for Over-the-Top
(OTT) platforms worldwide.
 The market is expected to flourish from the increasing use of
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 OTT platforms for live performance and streaming.

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  Moreover, the growing interest of users in music videos is prompting
providers to integratethis feature into their offers.
 For instance, in July 2020, Gamma Gaana Ltd., an Indian music streaming
servicecompany, launched Gaana HotShots, a video feature, on its platform.

Platform Insights

 The apps segment accounted for the largest revenue share of over 85.0% in 2021
and is expected to witness the fastest growth from 2022 to 2030.
 Music apps dominate the music streaming industry as they offer up to
thousands of songtracks for purchase and a significant number of tunes to
stream for free.
 In addition, the global demand for music streaming apps is influenced by the
high demand for media streaming, which is propelled by factors such as high-
speed internet and the increasing use of smartphones.
 Numerous vendors have developed web and mobile media platforms to make
their services available for cross-device access, such as web, desktop, and
mobile apps, across different operating systems.
 Music streaming services allow music and video content to be delivered via
the internet without the need for traditional broadcasting or cable players.

 These services are delivered on apps and browsers on consumers'

handheld devices, such as tablets, smartphones, and laptops.
 Moreover, the global rollout of 5G internet connections is expected to trigger the
demand for streaming technologies that can provide users with a continuous
listening experience without the need to download files on personal devices.
 The browser segment accounted for a significant share in 2021.
 A web browser allows users to access playlists and libraries without the need
for downloading any apps.
 Key market players have started making their music streaming services
available onbrowsers, thus expanding into new platforms without having to
create and support custom apps.
 For instance, in April 2020, Apple, Inc. unveiled the Apple Music streaming
player for theweb, which works on all platforms, including desktops, tablets,
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 smartphones, and laptops, as well as across all browsers, including Firefox
and

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 Chrome.

End-use Insights

 The individual segment captured the largest revenue share of over

60.0% in 2021 and is projected to dominate the market over the forecast
period.
 Users have been able to effortlessly stream millions of songs on demand
since the launchof music streaming services.
 The segment growth is fueled by the evolving lifestyles of youngsters,
which include listening to music while going about their everyday activities.
 Many tech companies allow their staff to work in silence while listening
to music using earphones.
 Furthermore, as wireless networks become more accessible and mobile
devices become more prevalent, the market is increasingly surpassing
downloads in the digital music market.
 The commercial segment, which includes restaurants, cafeterias, pubs,
salons, and gyms, is projected to exhibit the fastest CAGR of 15.9% from
2022 to 2030.
 This is attributed to the growing need for a better ambiance in order to
retain customers.
 Furthermore, music helps keep people energized and happy at work,
which leads to improved productivity.
 As a result, commercial property owners are increasingly turning to music
streaming services.
 However, owners of commercial premises are not permitted to play songs
through standard streaming services. SoundSuit, Heartbeats International,
and Soundtrack are some examples of commercial-oriented streaming
platforms.

 Commercial users must adhere to the rules laid forth by regional or

global music streaming authorities.
 In Australia, for example, commercial establishments are required to pay live
concert fees to the Australian Performing Right Association (APRA), a copyright
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 management organization, to play music lawfully. Such costs support royalties for
the composer, publisher, and artist.

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Regional Insights

 North America accounted for the largest revenue share of above 30.0% in 2021
and is anticipated to witness significant growth over the forecast period.
 A significant factor driving the market in this region is the presence of key
marketplayers such as Pandora Media, Inc.; Amazon.com, Inc.; Google LLC;
and Apple, Inc.
 Furthermore, the high prevalence of fixed wireless internet, smart devices,
and onlinepayment technologies are contributing to the growth of the regional
market.
 The Middle East and Africa is anticipated to register the fastest CAGR of 17.8%
from 2022 to 2030.
 Many domestic and international companies are extending their operations in
this region
 . For instance, in March 2019, Viu, a Hong Kong-based video streaming service
provider, debuted its freemium model of OTT services in South Africa, which
include local, regional, and original content.
 Furthermore, the market in Asia Pacific is predicted to witness significant
growth over the forecast period. Many players offer streaming services on a
freemium basis to maintain the region's volume-driven market and attract and
retain customers.

Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and
provides an analysis of the latest industry trends and opportunities in each of the sub-
segments from 2018 to 2030.

For the purpose of this study, Grand View Research has segmented the global music
streaming market report onthe basis of service, platform, content type, end-use, and region:

 Service Outlook (Revenue, USD Billion, 2018 - 2030)

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  On-demand Streaming
 Live Streaming

 Platform Outlook (Revenue, USD Billion, 2018 - 2030)

 Service Outlook (Revenue, USD Billion, 2018 - 2030)

 On-demand Streaming

 Live Streaming

 Platform Outlook (Revenue, USD Billion, 2018 - 2030)

 Apps
 Browsers

 Content Type Outlook (Revenue, USD Billion, 2018 - 2030)

 Audio
 Video

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 Chapter-4

Data Analysis and Findings

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 ANALYSIS AND INTERPRETATION

Ques1. Age
AGE NUMBERS Percentage
15-30 93 77.5%
30-45 19 15.8%
Above 45 08 6.7%

Interpretation:

Out of examined candidates 15-30 years age group is 77.5%, 30-45 years age
group is 15.8% and above 45 years age group is 6.7% of the total candidates.
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QUES 2

HOW DO YOU PREFER TO LISTEN TO MUSIC ?

Interpretation

Out of the examined candidates, 22% prefered downloading music , 77% people chose
emusic apps where as 1 % chose none.

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QUES 3

How much time do you spend on listening to music?

Interpretation

From the above conclusion, we came to know that 43% people listen to music for
atleast 1 hour , 36% people listen to music for 5 hours where as 21% people listen for 3
hours
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QUES 4

Are you subscribed to any of the music platforms ?

Interpretation

From the above conclusion we come to know that 57% have subsciption to music apps
where as 43% doesn‟t have .

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QUES 5

Which feature/characteristics are of the most priority to you in a music streaming service?

• Cheap Subscription Rates

• A Vast Library of Music
• Seamless and Easy to use UI
• Compatibility across different platforms and Operating Systems

Interpretation

From the above conclusion, 34.2% people chose cheap subscription rates, 30% people
chose compatability, 10% people wanted easy usage , 25.8% poeple wanted vast library of
music

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QUES 6

What is the one thing that you currently do not like about the App youcurrently use?

Advertisements
Limited Music No
offline search
Limited songs

Interpretation

From above conclusion we see that 37.8% people dont like ads, 18.2% hates limited music
access, 21.8% dont like option that there is no offline search, 21.8% people hates limited
access to music

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QUES 7

What is the one thing that you do like best about the App that you currently use?

Low internet consumption

customized playlists.
different genres.
No ads.

Interpretation

36.2 % people liked the fact that there is no ads, 22.5% people liked customized
playlists, 19.7% people liked low internet usage, where as 21.6% people liked
different genre

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QUES 8

Which app do you use the most to listen to music ? Apple

music
Spotify
Amazon music
Youtube
music Wynk
Google play
music Saavn
Gaana.com

Interpretation

From the above conclusion, 10.2% people chose amazon music, 11.5% chose apple music,
11.5% chose youtube music, 13.6% chose wynk, 5.9% chose google play
music, 13.5% chose gaana.com, 9.5% chose saavn, where as most chosen app was spotify
which was 24.3%
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QUES 9

Do user interface play important role in selection of app ? Yes

No
Maybe

Interpretation

From the above conclusion, we came to know that 64% people think that user interface is
important for app selection where as 26% said no, 10% were not sure

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QUES 10

Which kind of music do you prefer

? Jazz
Rock
Hip hop
Pop
Other

Interpretation

From the above conclusion we came to know that 27.2% people likes rock music , 15.6%
like pop, 12.6% like hip hop , 21.2% like jazz, 23.4 % for other

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 QUES 11
Are discounts and offers necessary for consumer to buy subscription ?
 Yes
 No

Interpretation

A major population of the survey wants discounts and offers in music applications
subscription .About 85% people of the survey wish to have discounts andsurveys.

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 Findings
• Major population of people who listen to music lies between the age of 15 to 30

• It was found that more than 77% of the sample questioned use a
music streaming App to consume their music.

• 36% of these listeners dedicate aleast one hour from their time listening
to music on such Apps.

• 57% people are subscribed to e music applications to listen to

music, gradually holding major population

• Most number of people wish to have cheapers subscription rates of an emusic

application followed bycompatability, vast library musuc and easy usage

• The most disliked thing in an music application is advertisement followed by no

offline search, limited access to music.

• 36.2% people love the fact that the application doesn‟t has advertisements,
they also like when the application uses low internet followed by goodgenres

• The most liked music application so far is spotify being chose at 24.3%,
followed by wynk 13.6% , gaana.com by 13.5% , apple music by11.5%,youtube
music by 115% , 10.2% by amazon music , gaana.com by 9.5%, 5.9% by google
play music

• As per survey user interface holds important role in selection of an

app. People loves to use app with good graphics and interface

• The most liked music by survey was rock music which was chosen by
27.2% people eventually followed by other types of music.

• The major population of the survey wanted discounts and coupons in

subscription of music application .

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 CHAPTER-5

CONCLUSIONS AND RECOMMENDATIONS

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  A Study on e music apps is a new technology that has been created along
with the development of the Internet.
 The study consisted with the aspects in which customers of music
applications are satisfied and the Customer satisfactions of the sites.
 The innovative thinking of online music applications to reach more and more
consumers is appreciable.
 They increased their network as much as possible with ultimate aim of
reaching more and more customers.
 However, spotify satisfies the customer in the aspect of offers and deals,
promotion, vast variety of music etc.
 In this research study, it is examined the role of sales promotion on
consumer satisfaction.
 Generally, consumer buying behavior is influenced on its purchase stages by
sales promotions.
 Moreover, sales promotion has only short term effect on consumer
satisfaction after buying the subscription. It is rare to find that sales
promotion build loyal customers. It is just tool that encourages consumers to
try a new services.

 Through the analysis of questionnaires, we made a conclusion that there are

various factors caused the customers chose a music application , they are low
price, safety payment, good services, convenient and fast using , different
genres, vast variety of music.

 The three primary elements which customers care most when they are
buying an online music application subscription are the quality of music,
service , the safety of payment .
 From the study, it is concluded that people tend to buy the subscription that
is associated with some offer and deal as people like to buy the subscription
with the lower cost.
 Deals and offers increases the consumer satisfaction towards any company.

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 SUGGESTIONS AND RECOMMENDATIONS

Consumer should be educated on online music application procedures

with proper steps to be followed while listening to music on an
application
Music Application companies can add some music which the
consumer can listen without subscription for free .
Focus on the review given by customer for changes to be held in the
product.
Music application should have some added offers with the subscription
so as to gain more and more number of customers.
There should be different genres of music which the customer loves to
hear. Customer usually loves vast variety of music which is available of
music applications.
Companies should start taking feedbacks from customers after buying a
subscription and give special attention to the customers who are actually
not satisfied by arranging a call back from their customer support
department.

They should provide on the spot try and buy option which would
improve their experience. It would be beneficial for both customers as
well as for company.

They could help in maintaining high privacy and security of

information concerned to their customers which would result in
customers would not eliminate the idea of buying onlines music
application subscription.

A reduction in subscription rates does not help the industry grow and
eats from the royalties of the up and coming artists.

This is not only bad for the industry but bad for the consumer too, since
this would eat up from the experience of the user.

It seems unanimious that people usually want vast variety of music

which is gradually not possible always.

This cant be achieved always because of some necessary contracts and

exclusive deals which the company is providing to customer
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 BIBLIOGRAPHY

 Sample of reference is as below

 Kotler Philips, Marketing Management : Analysis, Planning
Implementation and Control 9th Edition 1998, Prentice Hall of India
Ltd., New Delhi< ISBN,p-12-18
 Ranjit Kumar‟s, Research Methodology: a step-by-step guide for
beginners 4th Edition 2014 SAGE Publications India Pvt Ltd,
New
Delhi
 Michael R. Solomon and Tapan Kumar Panda‟s, Consumer
Behaviour: Buying
,Having and Being, 13th Edition, Pearson India Education Services
Pvt.Ltd.
 Acebron, L. B., Mangin, J.-P.L., & Dopico, D. C. (2012). A
proposal of the buying model for fresh food products: The case
of fresh mussels. Journal of International Food and Agribusiness
Marketing,11(3),75
 Kotler and Keller,(2017), Marketing Management Twelfth
edition,New Jersey: Pearson Prentice HallKotler and Keller,(2018),
Marketing ManagementFourteen thedition New Jersey: Pearson
Prentice Hall
 Lancaster, (2015) “Retail Competition and Consumer Choice,
20010- 2016”
websites
 https://www.researchgate.net/publication/
266831864_Music_and_Consumer_Behavior

 https://www.pomsmeetings.org/confpapers/043/043-1452.pdf

 http://www.ijmp.jor.br/index.php/ijmp/article/view/111/357

 https://www.oxfordhandbooks.com/view/10.1093/oxfordhb/
9780199298457.001.0001/oxfordhb-9780199298457-e-045

 https://idealogicbrandlab.com/the-psychology-of-music-consumer-
behavior/#:~:text=Studies%20discovered%20that%20when
%20noisy,a%20distressed%20response%20in%20shoppers.

 http://blog.motivemetrics.com/The-Psychology-of-Music-Why-
Music-Plays-a-Big-Role-in-What-You-Buy
Page | 58
 ANNEXURE

QUES 1 NAME

QUES 2 AGE

 15-30 years
 30-45years
 Above 45 years

QUES 3 How do you prefer to listen to music?

 Downloading
 E music apps
 None

QUES 4 how much time do you spend on listening to music ?

 1 hour
 3 hour
 5 hour

QUES 5 Are you subscribed with any of music platform ?

 Yes
 No

QUES 6 Which feature/characteristics are of the most priority to you in a music

streaming service?
 Cheap Subscription Rates
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  A Vast Library of Music
 Seamless and Easy to use Ul
 Compatibility across different platforms and Operating Systems

Page | 60
QUES 7 What is the one thing that you currently do not like about the App you
currently use?

 Advertisements
 Limited Music
 No offline search
 Limited songs

QUES 8 What is the one thing that you do like best about the App that you
currently use?

 Low internet consumption

 customized playlists.
 different genres.
 No ads.

QUES 9 Which app do you use the most to listen to music ?

 Apple music
 Spotify
 Amazon music
 Youtube music
 Wynk
 Google play music
 Saavn
 Gaana.com

QUES 10 Do user interface play important role in selection of app ?

 Yes
 No
 Maybe

QUES 11 Which kind of music do you prefer ?

 Jazz
 Rock
 Hip hop
 Pop
 Other
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QUES 12 Are discounts and offers necessary for consumer to buy subscription
?

 Yes
 No

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