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Music |
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- Freemium model on OTT platforms is gaining prominence |
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- Subscription schemes on the freemium model are trying to add more value added services to extend reach and lure the customer |
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- Regional music on the rise - As per Gaana, regional music witnessed significant growth in 2015 – 99 Per cent in Bengali, 142 Per cent in Punjabi and 867 Per cent in Telugu. |
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Digital Ad Spend |
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- Native advertising is becoming more popular |
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- Second Screen phenomena is gaining traction & cross platform advertising is becoming more popular |
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Social Media |
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- Social media will become the new CRM tool |
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- Visually dominated sites shall continue to rise in popularity |
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- Users will warm up to social commerce |
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- Instant articles and Live streaming will be the new ways content is published |
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Gaming |
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- Indian market is mainly driven by mobile gaming |
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- The industry will benefit from Google Play’s introduction of carrier billing |
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Music |
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- Digital piracy is still a major problem in India |
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- Monetizing the freemium customer is also a major hurdle |
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Digital Ad Spend |
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- Ad blocking is a serious problem and installations of ad blocking software on browsers has increased by nearly tenfold to 181 million between 2010 and 2015 |
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- The media landscape is becoming increasingly complex for the marketers to continuously innovate their marketing campaigns to increase effectiveness of campaigns. |
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- Print magazines witnessed a decline in the growth rate owing to increasing implementation of other media for ad spending. |
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Social Media |
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- Lack of awareness because of the urban rural divide |
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- Threat to privacy and security is still a challenge |
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- Internet penetration is still low |
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Gaming |
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- While downloads for mobile games are booming, the Indian market is yet to make a shift to monetization of their products |
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- There continues to be a challenge to retain loyal users |
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Music |
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- Regional content is growing at a fast pace |
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- Music companies will have to increase their robustness of their internal digital infrastructure. Investments in the right digital technologies will be key. |
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- Music companies will also have to continue to invest in skills and educate users for a greater adoption rate and superior customer experience. |
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Digital Ad Spend |
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- While TV continues to be the dominant medium of digital ad spend, cross-platform advertisers seek to make the most out of second screen viewership or multi-screen viewership. |
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- Mobile advertising to increase, especially on mobile |
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Social Media |
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- Long form social content will gain traction |
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- Audiences will continue to be engaged through social media by celebrities and brands |
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- Social media is likely to become an avenue for recruitment |
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- Social commerce will see an uptick |
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- Emphasis on content and regional geographies will be the key |
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Gaming |
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- 2016 is expected to see the entry of the three big virtual headsets - Playstation VR, Oculus Rift and HTC Vive |
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- Soft monetizing techniques will be increased by advertisers on gaming platforms |