Gaana, one of India’s leading music streaming platform has crossed 100 mn monthly active users (MAU) in March 2019. A December 2018 Deloitte report had indicated that the Indian music streaming platform had around 150 mn MAU. With Gaana now crossing the 100mn MAU mark, this could consolidate their leadership albeit for the time being.
To mark the occasion, the music streaming platform unveiled two new features, Gaana Video and Artist Dashboard.
Speaking on the occasion, Prashan Agarwal, CEO – Gaana said,
“Gaana has brought melody and meaning to the lives of Indians with music. The fact that 10 crore listeners value our offering is humbling, and is a testimony to the efforts of the incredible team at Gaana.”
Gaana Video is an exclusive, vertical video format built for mobile, of the music streaming platform. It is created in exclusive partnerships with India’s top artists. This is Gaana’s first major foray into adding video to its music-led experiences. It is a format that accompanies new, popular music.
Artist Dashboard is a self-service dashboard for artists to access insights and analytics around how their music is consumed Gaana. The Artist Dashboard is designed keeping in mind what artists need, and to understand their fan-base better.
In addition to these new products, over the past year, Gaana has driven several industry-first product innovations. These have contributed to the growing consumer engagement of the music streaming platform.
Gaana’s AI-led ‘For You’ screen offers personalized song recommendations and is used by over 10% of its users. The voice assistant enables easy, multilingual search and is used by over 24% of users. The AI algorithms drive its personalization algorithms throughout the app. This leads to over 17% of consumption coming from recommended music.
“We will continue to innovate with our AI-driven algorithms and product innovations at scale. This will help make Gaana more accessible to new mobile users across India,”
Music streaming platform and the price war
The price war in the Indian streaming market is on, JioSaavn and Gaana had earlier slashed their annual subscription prices by 70 percent. To counter this, Apple Music has now made its subscription more affordable. With the pricing war among the music streaming platforms at its peak, it would not be surprising to see another platform cross the 100 mn MAU mark soon.