FROM TELEVISION TO MOBILE: EXPLORING THE CHANGING AUDIENCE CONSUMPTION OF PUNJABI MUSIC
DOI:
https://doi.org/10.29121/ShodhVichar.v2.i2.2026.130Keywords:
Punjabi Music, Audience Migration, Mobile Streaming, Media Convergence, Digital Disruption, Viewing HabitsAbstract
The Punjabi music industry is undergoing a significant transformation in audience consumption patterns, marked by a gradual transition from traditional television platforms to portable audio and mobile streaming services. This shift reflects a broader reorganization of media engagement, driven by technological advancements, affordable mobile data, and the rise of on-demand viewing cultures. The study examines the underlying factors influencing this change, with particular emphasis on technology adoption, evolving cultural practices, and shifts in user behavior. Drawing upon secondary literature, media industry reports, and theories of audience behavior, the paper analyzes how the accessibility of smartphones, reduced data costs, and the increasing preference for personalized, mobile-first content are reshaping the listening habits of Punjabi music consumers. Media convergence theory and audience behaviour studies, this study examines the shift from television to mobile platforms in Punjabi music consumption. It explores how smartphone accessibility, algorithms, and interactivity have transformed audience engagement, while highlighting implications for cultural preservation, content diversity, and the strategies of regional media producers. I am intending to provide a conceptual framework in terms of how to understand cultural and economic implications of this transformation in addition to providing a foundation of research and investigation of the digital consumption patterns centering on the region.
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