{
  "docId": "019dd923-5ca1-7489-b634-83afd848a07c",
  "docSlug": "1170ef163e33b2af",
  "documentTitle": "Shaping Future Indian ME",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.337,
  "pageNumber": 25,
  "pageCount": 48,
  "prevPage": 24,
  "nextPage": 26,
  "slideType": "industry_trends",
  "function": "summarize",
  "density": "overcrowded",
  "nDataPoints": 7,
  "notes": "The slide is split into two sections: market sizing/trends on the left and key qualitative trends/testimonials on the right.",
  "elementsJson": [
    "headline_text",
    "icon_grid",
    "callout_box",
    "quote_block",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-83afd848a07c/25",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-83afd848a07c",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-83afd848a07c.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-83afd848a07c#slide-25",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Audio streaming has experienced a steady rise fueled by deeper smartphone penetration and low-data tariffs",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-acb5-76f0-a09e-e6466d060c41",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.4,
        "x": 0.07,
        "y": 0.2
      },
      "kind": "chart",
      "text": "Audio market size ($Bn) 2022E to 2030E with 8-10% CAGR",
      "attrs": null,
      "subkind": "bar-horizontal",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6b39cad3-35cf-4f1f-a59d-95d8c5b9a2aa",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.7,
        "w": 0.2,
        "x": 0.53,
        "y": 0.15
      },
      "kind": "list",
      "text": "Growing popularity of podcasting; Non-metro cities to drive radio consumption; Hyper competitiveness in the streaming space",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8e004a62-ef6b-4110-94d7-23bb79e52f36",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.1,
        "x": 0.23,
        "y": 0.6
      },
      "kind": "metric",
      "text": "~30% Increase in # of digital music consumers",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "107bf4c6-c6f4-4753-bfd7-6317dc1a4580",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.1,
        "x": 0.38,
        "y": 0.6
      },
      "kind": "metric",
      "text": "~20% Higher per week music consumption",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5b34539a-3066-4615-943f-cd3aebfa539e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.1,
        "x": 0.08,
        "y": 0.6
      },
      "kind": "metric",
      "text": "38%+ Increase in music streaming hours",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ccbdab10-6d38-4589-a59a-b9a5c8fb206c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Audio market size: $0.5bn",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acb5-76f0-a09e-ef238d4e9945",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.07,
        "y": 0.4
      },
      "kind": "paragraph",
      "text": "Audio streaming has experienced a steady rise fueled by deeper smartphone penetration and low-data tariffs",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ea075ce1-f9bc-4903-b372-112ddf0280ab",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.2,
        "x": 0.75,
        "y": 0.7
      },
      "kind": "quote",
      "text": "I prefer YouTube for music... -Male, 32, Delhi",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6ad00cf8-bf6d-4f58-8d90-fd99bd45e283",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.2,
        "x": 0.75,
        "y": 0.15
      },
      "kind": "quote",
      "text": "I started listening to podcasts with Joe Rogan... -Male, 22, Delhi",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9d63b43d-7f6a-4d13-a2f8-37caaa0a7017",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "I started listening to podcasts with Joe Rogan, then was introduced to BeerBiceps (Indian Podcast) and like to catchup whenever I have the time —Male, 22, Delhi",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd951-acb5-76f0-a09e-e95ee11928d0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.4,
        "x": 0.07,
        "y": 0.92
      },
      "kind": "source-note",
      "text": "Source: IMI Digital Music Study Report 2021, Press search, BCG analysis",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7ebc1376-ab71-4ef8-922f-c694102f0489",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.35,
        "x": 0.07,
        "y": 0.5
      },
      "kind": "title",
      "text": "Music remains the dominant category in audio sector",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "41189720-6155-49ba-bf8c-540ef902d9b0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.4,
        "x": 0.07,
        "y": 0.06
      },
      "kind": "title",
      "text": "1.6 Audio: Emergence of non-music categories led by engaging storytelling",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6018a7f3-9b33-4409-9a59-d022410956e8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.15,
        "x": 0.53,
        "y": 0.06
      },
      "kind": "title",
      "text": "Key Trends",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6e053479-2218-42e7-ad4c-3c19c0d3fe44",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Audio market size",
      "numberRaw": "$0.5bn",
      "numberKind": "money",
      "actionTitle": "1.6 Audio: Emergence of non-music categories led by engaging storytelling",
      "calloutText": "Audio streaming has experienced a steady rise fueled by deeper smartphone penetration and low-data tariffs",
      "numberScale": "b",
      "numberValue": 0.5,
      "metricFamily": "market_size",
      "numberCurrency": "$"
    }
  ],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-14f5-72a3-8b8b-881c9f2e0cea",
      "evidence": "Title names emergence of non-music audio categories",
      "confidence": 80
    },
    {
      "name": "Emotional Appeal",
      "slug": "emotional-appeal",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "81c26c3f-50b5-467b-86b3-a745f6d572c1",
      "evidence": "I started listening to podcasts with Joe Rogan, then was introduced to BeerBiceps (Indian Podcast) and like to catchup whenever I have the time",
      "confidence": 0.6
    },
    {
      "name": "Storytelling Effect",
      "slug": "storytelling-effect",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "5e9571b2-1784-4d52-90f6-d452960dcfb7",
      "evidence": "Audio streaming has experienced a steady rise fueled by deeper smartphone penetration and low-data tariffs",
      "confidence": 0.5
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 30,
      "from": 8,
      "beatId": "019dd95a-0702-74a3-87e0-37ca99baa54e",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": "triple-take-the-facts-what",
      "evidence": "Section 1 'Indian M&E industry and future outlook' — sizing, sector deep dive, ad spend",
      "position": 1,
      "confidence": 80,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    },
    {
      "to": 30,
      "from": 18,
      "beatId": "019dd95a-0702-74a3-87e0-4ac6125758ca",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "Sector deep dive (TV, OTT, gaming, film, audio, print) + ad spend data",
      "position": 3,
      "confidence": 55,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 26,
      "from": 20,
      "name": "Segmentation Split",
      "slug": "34-segmentation-split",
      "bestFor": "Customer analysis, market research, resource allocation",
      "matchId": "019dd95a-088b-72c8-b7e7-5e7bca5bb21c",
      "evidence": "Numbered 1.x sector slides — TV, OTT, Gaming, Film, Animation, Audio, Print — each with size + driver.",
      "position": 3,
      "objective": "Walk the audience through M&E sub-sectors one by one to ground the aggregate forecast",
      "structure": "The Aggregate View -> Segment A Behavior -> Segment B Behavior -> The Insight in the Difference",
      "confidence": 85,
      "description": "Divide a whole into meaningful segments to reveal hidden patterns"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}