The reception has been quite inviting. Spotify noted that it clocked 1 million users in India in the first week of launch. The company does not normally issue subscriber base numbers for such short intervals in global markets, which could mean that this was clearly a performance. Spotify has globally 207 million active users, of which 96 million pay for Spotify Premium. Spotify attributes the increasing popularity of streaming services in India to a number of factors. "India is a big market and we think we made the right debut at the right time given the size and health of the music industry, the growing creator ecosystem, the growing smartphone penetration and the growing consumer segments," says Amarjit Singh Batra, CEO Spotify India while talking to News1
Spotify Premium is priced at Rs 119 pr. Month for full access to all the premium features of the app, although you can choose to stay at the free subscription level after a 30-day free trial and carry some advertising amidst music playback. Spotify is currently the only international player to offer different durations. Premium options are also Rs 13 for 1 day and Rs 39 for one week, Rs 389 for 3 months, Rs 719 for 6 months and Rs 1189 for one year.
The competition is tough. There are Indian players in addition to the global giants who are looking for a piece of the always noisy pie. "We have 4 major Indian players, and about 90% of the consumption is on these platforms. Among those platforms are content delivered via labels, almost the same, and all players have tried to work to differentiate their services from each other based on app interface, AI activated recommendations, original content, etc. "Says Neeraj Roy, founder and CEO, Hungama Digital Media while talking to News18. Hungama Music currently has 42 million monthly users.
Can Indians pay for music streaming? Contrary to the general view, things change. And so many players give way to a piece of cake. "Although the Indian music flow industry is still in its early days, when nearly 1% of audio streamers pay for music, there is certainly a growing portion of users who see the value of subscriptions. Although it is a popular belief that Indian consumers are shy away from paid content, we believe the market is mature and ready to move from a price-conscious to a value-for-money, "says Spotify's Batra. Convenience is a factor, and it is also the more affordable internet, especially on the mobile. According to the latest issues from the research company Deloitte in February, India has about 150 million subscribers to music flow services – of which approx. 14 percent either use a service bundled with their mobile plan or have signed up for Amazon Prime, which includes Amazon Music streaming service. The International Phonographic Industry Association (IFPI), the digital revenue, including from subscription streaming in India, was about $ 130.7 billion. USD. The IFPI study suggests that Indians spend 21 and a half hours a week listening to music, significantly more than the global average of 17.8 hours, and 95% of Internet users in India consume music via streaming on demand. A FICCI and EY report released this month suggests that the online music flow room could be Rs 19.2 billion. In the year 2021. "Currently, there are about 300 million consumers in India streaming content. The market is expected to affect about 700 million consumers in the coming years," Roy said.
As far as pricing is concerned, most of these services are priced between Rs 99 and Rs 120 per. Month, and it really won't be a factor when it comes to choosing the one favorite music streaming app.
The biggest surprise may have been the launch of YouTube Music this month, which is also part of Google's YouTube Premium subscription plan (you can subscribe to the YouTube Premium or just the YouTube Music app) and will play with Google Play Music app for the moment. "As the Indian music flow market becomes more mature, there will be more demand for a premium service. YouTube Music Premium gives music fans a subscription-only subscription offer, rather than combining music with added benefits like YouTube Originals and main feature features. "says Pawan Agarwal, head of music content partnerships (India and South Asia), YouTube, interacting with News18.
There are two ways to access YouTube Music. You can either sign up for YouTube Music at Rs 99 per. Monthly or subscribe to the YouTube Premium Package for Rs 129 pr. Month that gives you access to ad-free YouTube viewing and originals as well as YouTube Music. Currently, a YouTube Music Premium member will also get subscription access to Google Play Music, and existing Google Play Music subscribers will also receive a YouTube Music Premium membership.
But that brings a little complication – what happens to the Google Play Music app? "Google Play Music subscribers will receive YouTube Music Premium membership as part of their monthly subscription, and for them nothing will change – they will still be able to access all their purchased music, uploads and playlists in Google Play Music "Agarwal says. However, Google confirms that they ultimately plan to replace Google Play Music with YouTube Music, but not before certain criteria are met by the new app. This includes the feature to let users upload their own music to their online library, play music locally stored on Android devices and easily transfer the library and preferences from Play Music to YouTube Music.
Although JioSaavn, Gaana and Spotify have an ad-supported free subscription, Apple Music, Amazon Music and YouTube Music do not. Do you have an ad-supported free subscription table help to keep subscribers longer? Users who do not mind the extra advertising coming their way or not really mean much about the sound quality should not pay a monthly subscription to stream their favorite music. "The free ad-supported tier on music apps allows users to try the content and experience the platform. In the process, users are also exposed to the benefits they would get as premium subscribers," says Hungamas Roy. But he thinks it's ultimately content that really dictates the customer's storage. "Ultimately, what keeps a user on every platform is the experience, whether it is user-friendliness, the content or the general commitment and relativity they feel to a brand. We are the most popular music app in the world and almost 55% of our users are at the free level, "says Spotify's Batra. For India, Spotify has further located the free level they call & # 39; free on demand & # 39; and give users access to any song they want to listen to as many times as they want and have access to the same playlist features as Spotify Premium subscribers. In this connection, it is a close call between the competition. Apple Music leads a library of about 45 million songs, while the upcoming Saavn and Jio Music gatherings in December also offer around the same number of songs to their users. Spotify currently has about 40 million songs on its platform, while Amazon Music records up to 30 million songs.
Are the more affordable 3G / 4G data on mobile phones as well as the better home broadband connections responsible for people streaming more? "India's data usage on mobile is now on par with developed markets of 8 GB per month per subscriber," says YouTube's Agarwal. The Hungama Music Sound of Fame Report 2018 indicates that as many as 30 million GB of data was streamed in 2018, and the number of streams increased three times over the consumption trends in 2017. This is perhaps the clearest indicator of the changed user preferences – most users will now have easy access to instant music streaming, as opposed to perhaps scrubbing the depth of the internet for hours to find and download the music they want to listen to. But the trend is not the same all over the country. "Downloading songs for offline listening is a useful tool for those who live in areas of uneven connection or commute often. Over the past year, we experienced a 29x increase in the number of downloaded songs. Users not facing connectivity issues , continues to stream using mobile internet or Wi-Fi, "says Hungamas Roy.
This is perhaps just the start of the bloody struggles in the music flows. The next few months may very well be classified as the experimental phase, where the users weigh their options and see which streaming platform best suits them. Differentiation will play an important role, and this is where the ecosystem could play an important role. Apple Music has the benefit of a potentially captured audience who are already using iOS and macOS products such as iPhone and MacBook, respectively. Amazon Music has Echo Assistant powered Alexa smart speakers. Spotify may have checked the checklist best, with an app for almost all platforms including Android TV and Spotify Connect, which lets you stream music with a single touch of any Wi-Fi enabled speaker, TV, molded device, game consoles, and smart watches. And this kind of unique will only be too common as a platform close to each other, at least on the feature sheet. !