Spotify enters India

Spotify enters India

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Spotify has launched in India, using a pay-as-you-go model for the first time. One day of Spotify streaming comes in at INR13 ($0.18), while one week costs INR39 INR, and one month INR129. The company has also rolled out three- and six-month music listening options.

As in other markets, Spotify is also offering a free advertising-supported product.

Main rival Apple Music charges INR120 per month for its streaming service.  

There were 150m music streaming users in the market in December. However, 85% of those are on non-paying services, while just 1% are paid users, according to a report from Deloitte and local music-industry body IMI. Leading Indian music streaming services are Apple Music and Amazon Music, Gaana and JioSaavn.

JioSaavn has placed first in Fast Company’s Indian rankings of most innovative companies. It also ranked 28th globally. The music-streamer was formed in October 2018 when streaming start-up Saavn joined forces with Reliance’s JioMusic service.

“Inspired by Netflix, the company also creates original content with independent artists via its own music label, which it promotes on the platform,” says Fast Company. “Already, the company has had several top-three hits on the iTunes India charts–a rare accomplishment for songs that don’t come from a Bollywood movie soundtrack.”

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