Spotify launches in India to tap growing digital market

Spotify launches in India

Spotify launches in India

During an investor call earlier this month, Spotify co-founder and CEO Daniel Ek had said given the level of user interest that it is seeing for the Spotify brand, "it makes us feel comfortable that we have a good chance of being a very, very strong player in the Indian market". Its online audio market is likely to grow with increasing smartphone penetration and investments in music, besides its rich music culture.

Also, the rise of independent artists will enable India to become a global powerhouse of creators, most of whom are looking to break the scene not just locally, but globally, he said adding that it's the ideal time for Spotify to launch in India.

The streaming platform went live in the world's second most populous country of over 1.3bn people yesterday (February 26) at around 9.30pm NY time and around 8am in India today (February 27).

Google Play, on the other hand, charges Rs 99 a month. For students over the age of 18 enrolled at an accredited college or university, Spotify can be subscribed for Rs 59 per month for four years.

Spotify just launched its music streaming app in India, featuring a wide catalogue of playlists with regional as well as worldwide content. Amarjit Singh Batra, the Managing Director at Spotify India asserts that the has a long-terms vision for India and they're here to stay.

In January, Spotify had announced a partnership with India's largest music label T-Series, giving it access to a catalog of over 160,000 songs.

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Officials say if do they venture out, they will be at risk of getting stuck on the roads and encountering whiteout conditions. Although Saturday night's storm is behind us, more snow could be on the way before February is over.

Spotify replied, saying the WMG has revoked a previously agreed upon publishing licence for reasons wholly unrelated to the company's launch in the country. The launch comes after months of speculation about a possible India entry. "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".

Available across 79 markets, Spotify has 207 million active users, of which 96 million are paid users. However, it has licencing agreements with Universal and Sony in place.

And since there are a number of different languages throughout India, the company's app lets users choose a preferred language from Hindi, Punjabi, Tamil, and Telugu, so that Spotify can correctly provide algorithmic playlists based on the user's preferred language. Spotify also doesn't offer top-up plans in the US.

After a long wait, Spotify just went live in India. Former Google employee Akshat Harbola also joined the company as its head of market operations.

It will be in for a huge competition in India where players like Saavn and Gaana already have a strong base.

As reported by MBW, the Bombay High Court in Mumbai denied an emergency injunction requested by Warner Music Group which could have prevented Spotify from launching in India.

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