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The sound of music is increasingly regional on apps
New Delhi, Nov. 30 -- Indians are now dancing to a different tune on online streaming platforms. Bollywood soundtracks, for long the most dominant genre on these apps, are no longer the first or only choice for users. The popularity of music in Indian languages other than Hindi has surged in the past two years. Hindi film music, which accounted for about 70% of the overall consumption on streaming services such as Saavn and Gaana two years ago, has now dropped to about 50%, while non-Hindi songs have witnessed a spurt in consumption, going up from 5% to nearly 25%, industry executives say. The surge in popularity of regional music in the last two years has coincided with the sharp drop in data tariffs, rise in smartphone penetration and pro...
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