Jio-Saavn Merger Makes Gains in Market Share and Engagement vs. Google in Audio Streaming in India, New Jana Report Shows

Merged entity still has a ways to go as Google still leading in installs and total time spent in-app


BOSTON, May 30, 2018 (TBD) - Jana, the largest provider of free internet in emerging markets, today announced findings from its latest Mobile Majority report, which takes a close look at the latest payment  trends in emerging markets. The research was conducted in India from January 1, 2018 through March 31, 2018, during which data around streaming app installs and usage was anonymously observed from users of Jana’s mCent browser.


Jana’s mCent browser is the fastest-growing browser in India. Integrated into the billing systems of 311 mobile operators, the technology has cross-border potential as one of the world’s largest compensation platforms, available to 4.56 billion mobile subscribers, or approximately two-thirds of the world’s population.


Google Play Music opened its music streaming doors to Indian users in 2016, and quickly became one of the market’s dominant players with its subscription service launching in April last year. While new rumours have surfaced about a planned merger with Youtube Remix later in the year, which is expected to further distance the service from competition, large newcomers like Spotify plan for its own music service launch in the country to compete globally with Apple.


However, as the large scale war between Google, Spotify and Apple escalates, they aren’t necessarily the only frontrunners in the race to win India consumers. As noted in the Jana’s report, JioMusic-Saavn was the only streaming media company to make gains in app installs market share across Jana’s mCent browser through the first quarter of the year, where the merged companies saw a 1.24% share increase during that time, where Google Play Music saw the largest share drop with -1.25% over the same period. Hungama at .12% and Amazon at .11%, gained the second and third most ground respectively.


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The merger also saw a big increase in time spent in app as it went from a combined 32.5% share of time spent in app on January 1st, 2018, to a 37.8% share by March 31st, 2018. Over the same time period, Google Play Music dropped significantly from 45.7% to 40.0%, but still remained 2.2% ahead of Jio-Saavn.


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Hotstar Emerges as The Star of Video Streaming, Netflix Fails to Gain Traction

Among video streaming apps, the study revealed India consumers have a strong preference for regional providers. Hotstar commanded a nearly 70% share of app installs by the quarter ending March 31, 2018, a 6.6% decrease from January 1, 2018, while SonyLIV more than doubled its share from 5.9% to 13% by the end of the quarter. Voot at 10.7% ranked third by the end of March, while Amazon (5%) and Netflix (1.4%) trailed by a wide margin.


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“The merger of Saavn-Jio will be interesting to watch and could be a precursor to broader consolidation of Indian-based streaming providers banding together to fight against global tech giants like Google, Spotify, and Apple,”  said Nathan Eagle, Jana’s founder and CEO. “The same holds true for streaming video providers, where the rise of Hotstar is yet another example of Indian consumers’ hungry appetite for streaming content, but it will take deep pockets to stave off the larger players who are all making large bets in the region.”


There’s been a recent explosion of OTT players in India over the last few years, with billions of dollars in investments intended for the market. With more than 25 OTT players in the video alone, the data points to the fact that consolidation of major players is both inevitable and necessary to survive in a highly competitive environment that is expected to intensify in the region in the coming months..


Jana’s Mobile Majority report offers unique insights and trends on mobile browsing behavior from subscribers in emerging and high growth markets. For additional questions on the findings, please contact eric@vscconsulting.com.


Survey Methodology      

Research was conducted on streaming video and music app usage across Jana’s mCent browser from January 1, 2018, through March 31, 2018.

About Jana

Headquartered in Boston MA, Jana is the largest provider of subsidized internet access in emerging markets and Jana's mCent Browser is one the fastest growing mobile apps in history. With integrations into 311 mobile operators and available to two thirds of the world’s population, mCent Browser combines a personalized browsing experience with subsidized mobile data.

For more information, visit http://www.jana.com

Media Contact:       

Eric Gonzalez VSC (on behalf of Jana)