Spotify’s launch in India was long-rumoured and talked about and now they’ve finally done it YouTube have stepped in to steal the spotlight.
At the end of February, Spotify brought it’s popular music streaming service to India with a potential audience of over 1.3 billion new listeners, gaining over a million of them in less than a week. They aren’t just competing with local favourites like JioSaavn but also have Western rivals like Apple Music already in the region to contend with. Now just weeks after their launch YouTube Music have joined them in India with more music and a cheaper cost.
YouTube Music is now available in India, for 99 rupees a month. That’s 20% less than Spotify charges for their premium subscription in India. For just a little extra, at 129 rupees a month, the subscription includes ad-free YouTube videos.
If that wasn’t enough to annoy Spotify, YouTube Music has signed a deal with all 3 major labels to stream their music in the region. Spotify launched without a license for Warner Music Group’s Warner/Chappell publishing arm leaving a dent containing some of the world’s most popular music missing from their platform.
YouTube’s global head of music, Lyor Cohen said: “India is where the multi-lingual music scene thrives. It’s interesting to note how Indian artists have consistently claimed top spots over the last few months in the Global YouTube Top Artist chart. With YouTube Music, we are hoping to bring the best in global and Indian music to millions of fans across India, and give them an immersive music experience, with the magic of music on YouTube.”
YouTube Music’s director of product, T. Jay Fowler added: “We know that India loves watching music videos on YOutTube – be it the vibrancy, choreography, stars and glamour. Music from India has always been so much more than just the audio. Therefore for us, with the launch of YouTube Music, all the emphasis is on the familiar and to make every user experience richer as they start using the service. From recommended music videos, live performances, covers, to new videos – it’s all here, and only here.”