Airtel shuts down Wynk Music after a decade

Bharti Airtel has announced the closure of its music streaming service Wynk Music, a decade after its launch. The company has confirmed that all Wynk Music employees will be absorbed into the Airtel ecosystem, marking the end of the platform as a standalone entity.

The announcement comes on the heels of Airtel’s new partnership with Apple, offering exclusive deals for Apple Music and Apple TV+ to Indian users.

Airtel’s Wynk Music, launched in 2014, served over 100 million users with features such as offline music downloads, regional language streaming, podcasts, and caller tune services. Despite its success, generating between Rs 250 to Rs 300 crore annually, the decision to shut down Wynk was driven by the challenges of monetizing music streaming in India.

Sources suggest that Airtel opted for the shutdown due to the low profitability in the Indian music streaming market, with limited paid subscriptions and a plethora of free alternatives.

Airtel’s strategic partnership with Apple will now allow its Xstream customers access to Apple Music and Apple TV+ through premium Airtel WiFi and postpaid plans. This collaboration also hints at a carrier billing alliance, which could enhance Apple’s monetization of its OTT and music services in India.

The partnership reflects the broader struggles faced by music streaming platforms in India, where only about 4% of the 185 million active users paid for subscriptions in 2023, according to an EY-FICCI report. This low conversion rate, compounded by the availability of free music on platforms like YouTube and FM radio, has led to increased pressure on profitability for streaming services.

Airtel had previously explored a merger of Wynk with Gaana, backed by Times Internet and Tencent, but those talks fell through. Gaana was later acquired by Entertainment Network India Limited (ENIL) in December 2023.

Wynk Music’s closure and Airtel’s pivot to partnering with Apple mark a strategic shift, as the telecom giant looks to enhance its offerings in the highly competitive music and OTT space.

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