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Speaking about the trends of 2024, the spokesperson said, "JioSaavn, with over 100 million monthly active users, saw a massive growth in the listenership of Indian regional music, with Telugu music dominating the weekly superhits charts. Additionally, there was a surge in streaming for Indie artists such as Anuv Jain (Husn) and Anju Rathod (Gulabi Saadi). Hindi, Telugu, and Punjabi emerged as the top three languages across the nation, followed closely by Bhojpuri and Tamil. While Bollywood, Desi-Indie, and Telugu film music were the top three genres, devotional music and Kollywood also had a significant following, especially among podcast listeners. The cities driving this growth included Delhi NCR, Hyderabad, Bangalore, Kolkata, Lucknow, and Pune."
They added, "When it came to advertising, multi-format advertising saw a surge in popularity, with brands using a mix of audio, video, and display ads to engage users across touchpoints. Tools like ASMR audio ads, social media promotions via JioSaavn’s handles, push notifications, and customised playlists were leveraged to boost recall and drive audience actions. Advertisers relied on JioSaavn’s listener behaviour insights to craft hyper-personalised ad experiences that resonated with consumers."
Speaking about the trends of 2025, the spokesperson said, "In 2025, we expect the trend of multi-format advertising to continue evolving, especially with the rise of gamified and interactive ad formats. These formats have particularly resonated with younger audiences, driving engagement and recall. Furthermore, we foresee significant expansion in video advertising on music platforms, as brands will increasingly target niche audiences through immersive storytelling. Programmatic buying is also set to accelerate, with platforms developing their own SSPs, fueling innovation in the space."
They went on to explain, "We are also seeing a growing focus on regional language content. With India's diverse audience base, brands will need to embed cultural nuances into their marketing strategies to resonate more deeply with consumers. The growth of regional content will continue, with more aggressive efforts to create customised, culturally relevant content for various audiences. Additionally, JioSaavn became India’s first publisher to conduct a Footfall Attribution Campaign, bridging the gap between digital and physical by measuring store visits for brands. We are also offering Nielsen Brand Lift Studies to advertisers for third-party verified data on brand reach, further cementing our role as an innovative player in the space."
