How Spotify, Gaana Are Navigating India’s Unique Music Streaming Landscape


Music streaming business in India has grown to new ranges previously few years. Gamers together with Amazon Music and Spotify entered the business a number of years again. Native rivals equivalent to Gaana and JioSaavn additionally launched new options to their platforms within the latest previous to remain related towards their international counterparts. The enlargement of the business has introduced new native artistes and podcast creators to the market. However, there’s nonetheless a protracted solution to go for the business, because the particular friends for this week’s episode of the Devices 360 podcast Orbital — Gaana CEO Sandeep Lodha and Spotify Head of Market Operations in India Akshat Harbola — inform Orbital host Akhil Arora.

Spotify entered the Indian market in February 2019 and is at present celebrating its three years of journey within the nation. The platform claims that it has introduced greater than 6,000 native artistes on board by means of its creator schooling programme referred to as Masterclasses over the past three years.

Since its launch, Spotify says the variety of Indian artistes on its platform has grown by 13 instances. The Stockholm, Sweden-headquartered streaming big additionally has programmes together with EQUAL, RADAR, and Contemporary Minds to deliver new artistes from the nation to its international audiences.

Spotify additionally claims that the variety of cities and cities within the nation the place it has streamed music in 2021 has grown to over 7,500. Harbola tells us that English, Hindi, Punjabi, Telugu, and Tamil are amongst the favored languages by which the music has to this point been streamed by means of the platform.

Much like Spotify, Lodha says that Gaana has seen development in each its listenership and content material. The Indian platform will have a good time its twelfth 12 months later in 2022.

Lodha states that each music and podcasts are the core to Gaana. He mentions that the platform not too long ago began providing ideas to customers on the premise of their listening patterns to make the expertise extra personalised and interesting. This can be a function that its rivals have lengthy had. The personalisation contact has helped develop consumer retention on the platform, Lodha says, with out detailing any specific numbers.

Development apart, each Spotify and Gaana imagine that India is a distinct market altogether for audio streaming over the US and different western markets. Harbola mentioned: “India nonetheless information the very best charges of piracy on this planet in terms of music. So, right here, the market context by which we’re working may be very, very completely different.”

One of many key challenges for platforms together with Spotify and Gaana is to persuade customers to pay for his or her subscription. Loads of their potential customers are listening to music by way of YouTube — if not by means of any pirated sources.

Spotify is making an attempt to steer individuals to purchase for its paid subscription by means of a sachet-pricing mannequin referred to as Premium Mini. Launched in December 2020, the Premium Mini mannequin presents ad-free music streaming and the flexibility to obtain songs on one cellular system at Rs. 7 a day.

Harbola tells us that Spotify took Premium Mini to markets together with Indonesia after experimenting with it in India. Nonetheless, he does take into account that there’s nonetheless rather a lot to analysis to develop paid subscriptions within the Indian market.

Much like Harbola, Lodha additionally believes that market gamers together with Gaana want to determine new methods to develop subscriptions within the nation.

“I believe the subsequent three, 4 years, because the economic system is creating, and also you see this throughout creating economies that subscription charges do develop, because the economies change into increasingly mature because the business turns into extra mature,” he says.

Having mentioned that, each Harbola and Lodha inform us that the expansion within the pay tier of music streaming platforms within the nation is quicker in the previous few months than the earlier two years.

The following large wave on this planet of audio streaming is coming from podcasts. However India shouldn’t be that mature in comparison with western markets, together with the US and UK. Nonetheless, there are promising indicators.

“We’re already seeing kind of pretty respectable traction, so one in 4 podcast listeners on the market or Spotify listeners on the market are listening to podcasts frequently, and particularly Gen Z” says Harbola. “Youngest customers are adapting to the brand new media in a brand new, fairly large means.”

Lodha factors out that the selection of podcasts amongst their listeners is generally primarily based on their music listening preferences.

“We’ve got lots of people who hearken to crypto or hearken to autobiography stuff,” he says. “And there are lots of people who will hearken to, you recognize, Ramayana, and Mahabharata, and, or romantic or horror tales.”

Platforms together with Spotify and Gaana are additionally on the lookout for methods to monetise creators to spice up each quantity and high quality of podcasts within the nation.

“We’re transferring right into a extra market type of setting like a YouTube,” says Lodha.

Spotify has its providing referred to as Anchor that podcasters can use to distribute their podcasts to a wide range of listening apps together with Spotify itself, in addition to entry instruments equivalent to analytics. It additionally lets podcasters monetise their podcasts with completely different advertisements, podcast subscriptions, and common donations from their listeners.

“There is a little bit of a hen and egg scenario,” underlines Harbola. “Loads of creators want monetisation. There is not any query about it. However on the identical time, manufacturers need audiences.”

We speak extra about all that and extra — together with the 2022 roadmap for each Spotify and Gaana. You’ll be able to hearken to all this and extra by hitting the play button on the Spotify participant above.

In case you are new to our web site, you will discover the Devices 360 podcast Orbital in your favorite platform — whether or not it’s the aforementioned Gaana and Spotify, or Amazon Music, Apple Podcasts, Google Podcasts, JioSaavn, and wherever you get your podcasts.

Do not forget to comply with the Devices 360 podcast wherever you are listening. Please additionally price us and go away a overview.

New Orbital episodes launch each Friday, so be sure that to tune in every week.

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