The number of Spotify users in India keeps rising! Streams on Indian Spotify topped 10 billion just in January 2023 alone.
When Spotify launched in India in 2019 it faced stiff competition from the established top Indian music streaming apps. Despite this, Spotify India users have proved there is a big market demand for the music streaming platform in the country.
While its worth noting that Spotify doesn’t provide streaming figures, estimates put India’s monthly active users at 55 million, with 10 billion streams occurring in January this year.
According to Gustav Gyllenhammar, VP of Markets and Subscriber Growth at Spotify, the number of Spotify India users has tripled in the past two years. Speaking to Billboard, Gyllenhammar stated that India was the market that made the biggest contribution to the company’s growth over the last year.
The growth of music on Spotify in India is evident in the appearance of Bollywood singer Arijit Singh hitting the top 10 of Spotify’s Global Top Artists chart – according to Spotify, most of the streams that put him there came from India.
Since launch, Spotify has overtaken Indian streaming app Gaana. More popular than Spotify in India, however, are local apps JioSaavn and Wynk.
How has Spotify achieved the growth? A savvy move by Spotify was the launch of a mini subscription to the music app – for 7 rupees subscribers get ad-free listening and 30 downloads per device. There’s been an emphasis on regional music and catering to local languages such as Hindi and Bengali which in turn meant more specialised recommendations and playlist curation.
Gyllenhammar compared growth in India to that of Latin America, suggesting that the next four years would see the region following a similar trajectory and continue to become a dominant global region for Spotify.
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