India and China has more than a third of the world’s 8.045 billion estimated population with India on the brink of surpassing China as the world’s most populous nation. According to the United Nations 2023 “State Of The World Population Report, it is estimated that this year India’s population will be 1.4286 billion, that’s nearly 3 million more than China, which is reported to have a population of 1.4257 billion.
The two Asian powerhouses exhibit distinct patterns in their music consumption habits.
For China hardcore or politically driven genres like reggae and rap music are suppressed for fear they might cause political upheavals. In the aftermath of the 1989 Tiananmen Square protests, the Chinese government imposed severe restrictions on music associated with the pro-democracy movement.
The expression of pro-democracy sentiments through anthems was rigorously prohibited, leading to heightened state pressure and prosecution against numerous artists.
C-pop and Pop are the top two most listened genres according to the IFPI’s Engaging With Music Report 2023 reflecting a blend of contemporary and traditional influences in the Communist country. With Anime/Anisong, Classical/Opera, and Cantonese/Guangdong Music are No. 3, 4, and 5.
Soundtracks, Chinese Folk Music, Easy Listening, Dance/EDM, and K-pop rank as the 6th, 7th, 8th, 9th, and 10th most-listened-to music genres in 2023 in China.
While not in the top ten, rap music has become a popular genre in China by way of a TV show named “The Rap of China,” previously known as “中国有嘻哈” (Zhōngguó yǒu xīhā). The a Chinese rap competition show produced by iQiyi. The show features three groups of producers, including Kris Wu, Will Pan, MC HotDog, and Chang Chen-yue, who judge the performances of participating students, garnering significant attention. GAI and PG ONE were the show’s first two champions in 2017. The latter came under fire for singing lewd lyrics and his entire social media was wiped and he was blacklisted.
Chinese music consumers show notably high engagement with licensed audio streaming platforms, with 94% preferring legal channels. The data also indicates a strong appreciation for creativity, as 84% agree that human ingenuity is vital in music creation.
In India, unsurprisingly, Bollywood genres dominate the music scene. Bollywood (Modern), Bollywood New Age (2000-2020), Bollywood (Classic), and Bollywood Coming of Age (80s, 90s) are the top four genres. Indian Pop holds the 5th position, followed by Hip-Hop/Rap at 6th, Dance/EDM at 7th, Bollywood Retro at 8th, Punjabi at 9th, and Religious Music rounding out the top ten.
Top Indian stars include included YouTube top streaming artists Neha Kakka who won Bollywood Track of the Year at the Brit Asia Tv Music Awards in 2018 and Alka Yagnik who beat Drake, Bad Bunny and Taylor Swift to be YouTube’s most streamed artist in 2022.
Similar to China, licensed audio streaming is widely embraced in India, with 96% of Indian listeners using legal channels. The population also agrees on the importance of human creativity in music creation, with a slightly higher score at 87%.
Listening Habits:
Chinese music enthusiasts invest a significant amount of time in their musical pursuits, spending an average of 27.9 hours per week. Furthermore, 74% actively discover new artists weekly, reflecting an ever-curious audience. The acknowledgment of music’s impact on mental health is noteworthy, with 76% attesting to its importance.
Indian listeners, on the other hand, invest less time than China in their musical endeavors, averaging 24.4 hours per week. Despite a slightly lower rate of discovering new music weekly (53%), the impact of music on mental health is equally recognized, with 75% expressing its significance.
China uses an average of 9.5 methods to engage with music while India uses 11.4 methods.
Over in Nigeria where they spend 31.1. hours each week engaging with music, the highest amount of time the region. Hip Hop is the top music genre among listeners with Afrobeats coming in a close second.
Gospel, Christian Music and Pop hold positions No. 3, 5 and 4 highlighting the cultural and religious diversity in the population over of 200 million people.
Amapiano, R&B, African, Blues and Reggae round out the top ten among listeners and No. 6, 7, 9 and 10th position.
The majority of music consumers in Nigeria, a staggering 93%, prefer licensed audio streaming platforms, indicating a strong inclination towards legal and regulated channels.
There is a resounding acknowledgment of the importance of human creativity in music creation, with 94% of respondents expressing agreement. This signifies a deep appreciation for the artistic process and innovation within the Nigerian music community.
Listening Habits in Nigeria:
With Wizkid, Tems, Davido and Burna Boy among the stand out stars, many Nigerians, 62%, actively discover new artists or music on a weekly basis with listeners constantly seeking fresh and innovative sounds.
The report also found that music holds significant emotional and mental health value for the Nigerian audience, with 86% recognizing its importance.
While a majority prefers licensed audio streaming, there is still a notable 76% who admit to using unlicensed or illegal means to access music. This suggests a dual approach to music consumption in Nigeria, with a need for further exploration of the factors influencing this behavior.
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