The long-due launch of the popular music streaming service Spotify has finally seen the light of day in India. Spotify, the world’s largest music streaming service, is now available across a plethora of devices.
“As Spotify grows, our goal is to bring millions of artists and billions of fans together from every country and background ,” says Daniel Ek, Spotify founder and CEO. “India has an incredibly rich music culture and to best serve this market, we’re launching a custom-built experience. Not only will Spotify bring Indian artists to the world, we’ll also bring the world’s music to fans across India. Spotify’s music family just got a whole lot bigger.”
Spotify has redesigned the music experience for India with a fresh set of exclusive features. Some of which include:
1. Multi-language music recommendations. With many Indians speaking several local languages, Spotify’s music recommendation engine can now be tuned to Hindi, Punjabi, Tamil and Telugu. Indian users can select their preferred language(s) to receive tailored Daily Mix, Home, Radio, Search results and recommendations.
2. Spotify Free with total control: For the first time ever on Spotify Free, smartphone users can play every song on demand.
3. Playlists made for India: Expertly curated and regularly updated by our team of Indian music experts, new playlists include Indiestan,Rap91, Namaste Love, Punjabi 101, Bollywood Butter, Top Hits in Hindi, Tamil, Telugu and Punjabi. These sit alongside our celebrated international playlists including Mint, Rap Caviara and Viva Latino. Add billions of creator and fan-built playlists to the mix and Spotify has a playlist for any mood or moment.
4. Spotify goes to the movies: Introducing Starring…, a series of playlists featuring the best music from the most popular Bollywood, Tollywood, Kollywood, and Punjabi actors. Spotify’s recommendations will also include songs from India’s favourite movies and actors.
5. City playlists: Users can find out what’s hot in the city, with new algorithmic playlists tracking what’s trending in Mumbai, Delhi, Bangalore and Chennai.
Like everywhere else, Spotify is available in India with an ad-supported free-subscription tier, as well as premium tiers. In India, Spotify is currently sticking to English and Hindi music, as well as Punjabi, Tamil and Telugu.
However, for the first time ever, the streaming platform has adopted a ‘pay-as-you-go streaming model’ wherein users can pay for a single day’s access to its ad-free Premium tier, also payable via local mobile wallet service Paytm.
One day of PAYG Spotify Premium access in India costs 13 INR ($0.18), with seven days costing 39 INR ($0.55) and one month costing 129 INR ($1.81). Three months of PAYG access costs 389 INR ($5.47) with six months costing 719 INR ($10.10). In other words, you can get six months of Premium Spotify in India for the approximate equivalent price of one month ($9.99) in the USA.
Alternatively, customers in India can pay 1189 INR for a full year’s access to Spotify Premium – the equivalent of $16.71. If customers are willing to sign up to a recurrent subscription, they are asked to pay a lesser amount of 119 INR ($1.67) per month.
A ‘Premium For Students’ offer allows those studying to save “up to 50% per month” off the subscription Premium price. And users can also take advantage of a free Premium trial which lasts 30 days before they have to spend anything. For context, a monthly recurrent Apple Music subscription in India costs 120 INR, very slightly more expensive than Spotify’s 119 INR equivalent.
Spotify’s launch in India, with its population of 1.3bn people, is seen as a crucial step in securing its next wave of global subscribers. In addition, One Plus, Anheuser-Busch InBev and GoUSA will be Spotify’s exclusive advertising launch partners in India.
Amarjit Singh Batra, Managing Director, Spotify India, adds: “Indians love music. It’s an inherent part of our lifestyle and culture, whether we pray, work, or relax. The mobile internet revolution has led to a rapid rise in the number of connected Indians, making music streaming the preferred way to enjoy music here. Spotify pioneered music streaming a decade ago, and has constantly reinvented itself to bring the best music experience to the world, and now to India. Through our unmatched personalised experience, we want users to find the best music from India and the world, and empower Indian artists to find new audiences in India and worldwide.”
The company forecast to its investors earlier this month claims that it would add between 21mn and 31mn paying subs across the course of 2019. It added 25mn paying subscribers worldwide in the 12 months of 2018.
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