YouTube Music India surpasses 3 million downloads within the first week of its launch. YouTube Music app has one of the biggest and most vibrant music catalogues in the industry today, from official songs, albums, thousands of playlists, artist radio and YouTube’s tremendous catalogue of remixes, live performances, covers and music videos.
“This year, YouTube is celebrating 11 amazing years in India,” YouTube CEO Susan Wojcicki said on Monday. “We’re proud of the extraordinary growth across the platform, especially with music. Our tremendous scale and reach is why many talented artists and creators across India come to YouTube to share their voice with the world. It’s why we’re seeing Indian artists connect with fans from Delhi to Los Angeles and everywhere in between.”
YouTube’s global head of music, Lyor Cohen, said how eight music videos from Indian artists have over 500 million views. This is in stark comparison to zero artists a year ago. The first week of March saw all the top three spots go to Indian artists. They were Alka Yagnik, Neha Kakkar, and Kumar Sanu. At the time of writing, the first two are still commanding the respective rankings. The current global top-10 also includes Arijit Singh (9th) and Udit Narayan (10th).
Reinforcing YouTube’s commitment to the creative community in India, Lyor Cohen, Global Head of Music for YouTube said,
“Week to week in 2019, an average one fifth of the entries on the Global Top Songs chart featured Indian artists. The momentum is just getting started and it is truly exciting. We want to champion artists, give back to the industry. We plan help artists, and labels meet their priorities. Most importantly, our teams are constantly working to strengthen our platform so artists can shine. We are incredibly excited to partner with Indian artists and labels to grow faster and go further. Whether it’s promoting a new video, album, tour or live stream, to ticketing and merchandising, the only place the music industry can touch both commerce and social interaction is YouTube.”
With Spotify launching in February, YouTube Music India is the last big player to enter India’s emerging music streaming market. It’s more affordable at Rs. 99 per month for individuals and has a family plan Rs. 149 per month, for up to six members. And its arrival likely acted as the catalyst for Apple Music to slash its rates across the board in India, matching it on both those accounts.
Sharing more details Adam Smith, Vice President, Product Management YouTube Music said,
“Our vision with YouTube Music was to build an easy to use experience that gets to know your musical tastes, habits, and serves you music that makes whatever you’re doing better. The app is more personalised than ever, and gains from YouTube’s incredible recommendation engine powered by our machine learning capabilities that creates the magic we all love.”
In addition to the locally curated playlists, the app also offers music recommendations based on your Google account settings. If you’ve location history turned on, YouTube Music will suggest playlists depending on where you are. It will then try to predict your mood and show relevant shelves, such as party music for Friday night etc.
Yesterday In Mumbai, YouTube Music India brought out a parade of artists from across the country to celebrate its early success. The likes of Alka Yagnik, Badshah, Clinton Cerejo, Guru Randhawa, Harshdeep Kaur, Jonita Gandhi, and Taufiq Qureshi performed live. The evening concluded by Norwegian DJ Alan Walker.