Just a week ago when Spotify made its much-awaited India debut, little did anyone knew how exactly the market is going to react to the world’s largest online music streaming platform. In less than a week, the eye-popping response to Spotify is a testimony to the fact that the NYSE (New York Stock Exchange) Spotify is here to give a tough fight to Jio Saavn and Gana – the two homegrown online music streaming platforms currently dominating the market.
In less than a week of its India debut, Spotify has reportedly stacked up more than 1 million unique users in one of the world’s fastest growing internet markets.
Spotify comes with the package of exclusive features specifically designed to entertain the thirst of Indian minds and conquer the lead player Tencent-backed Gaana which is now ahead in the Indian streaming market ladder over 80 million monthly users. The company listed in NYSE is undoubtedly one of the fastest growing online music streaming platform having 207 million monthly active users base globally, including over 96 million subscribers.
Spotify launched in India took place without much of fanfare. The company is placing its foot onto a price-sensitive market currently captured by well-funded players such as Gana, Reliance-backed JioSaavn and Apple’s iTunes. The Stockholm, Sweden based company is offering a free version that would run with ads, besides a premium ad-free variant that comes in the economic cost of just 119 INR ($1.68) per month.
By launching in India, it caters the tastes of regional people with customized local and international music. It also facilitates the liberty to play it across varied output devices and app integrations as reported by the Spotify’s newsroom.
Spotify hoists Indian music artists to the world and brings back the collection world music to the Indian fans in one customized app. The sumptuous music family of Spotify is getting plumpy roly-poly.
“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.
The online music streaming market in India is still at the nascent stage. Over 1.3 billion population, more than 500 million internet users and 450+ million active smartphone users make India as one of the most lucrative markets for many international players.
India, however, is known for its diverse culture, language and needs. Hence, to make inroads Spotify has charted out some unique strategy to beat the competition and lure the Indian music lovers.
- Customized Multi-language Music Recommendation Engine: Indians speak regional local languages in every different state, so Spotify’s Music Recommendation Engine can now be tuned to Hindi, Punjabi, Tamil, and Telugu. Indian users can select their desired language(s) to receive fabricated Daily Mix, Home, Radio, and Search results and recommendations.
- Novel Reach – Spotify comes as full Free with full control: As a maiden marketing approach free Spotify with full feature has been launched, smartphone users can play almost every song in just one tap in the music recommendation engine.
- Playlists Optimized for Indian Users: Spotify’s new playlists includes expertly curated and regularly updated by Spotify’s team of Indian cultural music experts, that include Indiestan, Rap 91, Namaste Love, Punjabi101, and Bollywood Butter, with the special glimpse of Top Hits in Hindi, Tamil, Telugu, and Punjabi. These are appended alongside Spotify’s most prominent international playlists, comprises of mint, RapCaviar, ¡Viva Latino!, and along with the This is… artist compilations. By adding billions of music producers and fan-built playlists to the mix, and Spotify has an optimized playlist for any mood or moment.
- Spotify tuck itself to the movie’s arena: By introducing Starring…, a series of playlists featuring the best music from the very famous Bollywood, Tollywood, Kollywood, and Punjabi actors. Spotify’s suggestions will also include songs from various of India’s favourite movies and actors.
- City-based playlists: Look out what’s trending in each city, with new algorithmic based playlists tracking what’s most sought in Mumbai, Delhi, Bengaluru, and Chennai. To carried away by the tunes of India take a listen to Rap 91.
It is said that Spotify has made deep efforts to know and understand the Indian culture and taste of Indian people before making inroads. Also, it deployed numerous local teams of cultural researchers, engineers, and regional connoisseur to tailor the needs of Indian music lovers. Spotify also assured that it will entertain the Indian people and evade the music industry as an Indian people’s bestie music app.