![]() ![]() Like the local DSPs, Spotify’s focus in India right now is customer acquisition. Music Ally spoke to Gyllenhammar, Batra, Padmanabhan ‘Paddy’ NS, the head of artist and label partnerships, and Sneha Singh, the music culture and editorial head, about how they’ve navigated the nation so far. Though internet penetration has grown exponentially over the last five years – it’s currently at about 50% – “the overall market is growing,” said Spotify India managing director Amarjit Singh Batra. While consumption on various devices, such as desktops, tablets, smart speakers and gaming consoles, isn’t something Spotify is seeing substantially yet in India “where 90%” are streaming music “on one single mobile phone”, the company feels that it’s early days. “The biggest correlation between conversion over time has been that the more one consumes music and at multiple use case locations, the more their willingness to pay goes up,” he said. “I can confidently say that it’s better than that,” Gustav Gyllenhammar, the vice president of markets and subscriber growth at Spotify’s HQ, told Music Ally.Īccording to Gyllenhammar, the platform’s high listener engagement – widely regarded to be about four times that of homegrown competitors – gives it the edge in converting users into subscribers. In contrast, the UK’s 200 most played tunes during the same week tallied 120m streams and, of course, much higher ARPUs.Įncouragingly however, Spotify’s conversion rate in India is above the industry average of a low single-digit percentage. For the first time since it launched at the end of February 2019, the top 200 tracks on Spotify India’s weekly chart represented over 100m streams. Plus, in the week ending 18 March, it hit an important but unreported milestone. Industry experts estimate that Spotify has between 15 to 20 million MAUs in India, which may not seem like much but is fairly impressive when you consider that the Swedish service has only been around for two years. What Ek and Spotify haven’t yet mentioned is just how many users they have in a territory where decade-old domestic DSPs such as Gaana and JioSaavn claim over 150 million monthly active users. Last month, in an interview with Music Ally, Ek pointed to “Bollywood and new types of Indian music” as genres he believes will blow up. our forecast driven by successful marketing campaigns”. India, CEO Daniel Ek said in February, was one of the regions where the company witnessed “faster growth” in Q4 2020, and was “a notable source of upside vs. Songs that emphasize beats 2 and 4 of each measure - usually with the bass and drums - with a BPM of approximately 100-130 will get you moving and further the feel good mood.That India is an extremely significant market for Spotify is evident in not only how much it fought to get there but also how often its performance in the country is mentioned during earnings calls.
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