Amazon Prime Music could be taking on Apple Music in India

After introducing Prime Video to India last year it seems like Amazon could be bringing Prime Music streaming as well.

Amazon are reportedly bringing their Amazon Prime music streaming service to India following the launch of their Netflix-like video streamer Prime Video, according to “several production firm executives aware of the developments” speaking to the Indian Economic Times.

Amazon have apparently allocated Rs 2,000 crore to introduce their smaller music streaming service to the territory. The reports suggest Amazon plans to launch there early next year following current discussions with record labels to acquire the publishing rights, like T-Series.

The managing director of T-Series, Bhushan Kumar said that Amazon have “acquired our film rights for the coming three years as a part of their Amazon Prime Video service. They are coming up with the music service next year, so they are taking our catalogue for the music service. It’s non-exclusive rights, just like we have given to other music streaming platforms like Saavn, Gaana, Apple iTunes, and so on, for a specific time period… could be two-to-three years.”

With a giant population and a less competitive streaming market Amazon’s launch in India is long overdue, and will likely be worth the money they’re investing into it. Competing streamers in India include Western services like Rdio and Apple Music, India’s online music market is mostly dominated by the country’s own services like Gaana and Saavn.

Because music streaming services are still fairly new to India, therefore less popular, services have had to set themselves apart with unique content. Competitors like Gaana have been signing up artists to help launch their careers and Saavn has introduced various features that promote smaller and independent musicians, bands and artists.

An analyst who wished to remain anonymous said that Amazon Prime Music will probably “look at investing in music review shows, probably launching independent artists, besides buying music rights from all the top music record labels. We can expect them to shake up the market with competitive pricing and exclusive offers. Plus, they will leverage upon their existing user base through Prime Video and ecommerce.”

It’s worth noting that Amazon Prime Music is separate from Amazon’s newly launched Amazon Music Unlimited, which is it’s own standalone service with million more tracks.

Head of Social Media and Marketing, RouteNote

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