Daybreak Youtube is Saregama’s superpower—and its kryptonite
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Dec 31, 2024 Saregama is reinventing itself, stepping away from just classic tunes to create fresh hits. YouTube plays a crucial role in this transformation, serving as a powerful platform for exposure. The relationship, however, is a double-edged sword, as YouTube holds most of the influence. The discussion also highlights the contrasting strategies of other music labels, emphasizing the importance of efficiency in the competitive landscape. Saregama’s journey showcases how even a century-old company can adapt and thrive in the digital age.
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Saregama's YouTube Strategy
- Saregama, known for classic music, leveraged YouTube to achieve record success with fresh hits in 2024.
- This strategic shift involved capitalizing on viral trends, but also increased Saregama's dependence on YouTube.
YouTube's Power
- Saregama's success hinges on YouTube's dominance in India's music streaming market.
- Chasing virality on YouTube is a risky strategy, as the platform has significant control over content visibility.
YouTube's Dominance
- YouTube is crucial for music discovery in India, holding 50% of the market and generating significant revenue for Saregama.
- Saregama relies heavily on YouTube Shorts, despite the platform keeping a substantial portion of ad revenue.