New Delhi: Swedish audio streaming platform Spotify that launched in India this February is fast making its presence felt among the youth that is tuning in to artistes from across the globe. American singer Normani, Scottish band CHVRCHES and South Korean band Tomorrow X Together that are among the top 10 most discovered artistes on Spotify globally also figure in the top 10 list for India.
“Since February 2019, we now power an average of 11 billion artiste discoveries per month (globally) on the platform which quite simply means that listeners are beyond curious and vastly open to expanding their taste in music. In fact, 18 to 24 year old listeners are particularly limitless when it comes to the genre of the artists they decide to stream for the first time," a statement from the company said adding that music is making the world shrink with Indian Gen Z (born between the mid-1990s to the mid-2000s) discovering artistes from the West as well as south Korea.
Local flavours, however, continue to dominate the Swedish music app. As per latest data shared by the company, ‘Top Hits Hindi’ is the most popular category on the service followed by ‘Punjabi 101’, ‘Bollywood Butter,’ ‘Top Hits Punjabi’ and ‘New Music Hindi.’
Spotify had earlier announced that it is focusing on Hindi and English music in India, as well as Punjabi, Tamil and Telugu. The Swedish firm has a deal with Bhushan Kumar’s music label, T-Series, that gives it access to the latter’s enormous Bollywood and regional music catalogue, as well as its pool of independent music.
Spotify has clocked in two million users in India.
Currently, Bekhayali from Shahid Kapoor-starrer Kabir Singh composed by Sachet Tandon is the most popular track from India on the platform, with over 7,00,000 streams within a week of its launch. This is followed by Duniya by Punjabi singer Akhil, country rap Old Town Road by Lis Nas X, Billie Eilish’s indie song Bad Guy and Arijit Singh’s Ve Maahi from Akshay Kumar-starrer Kesari.
Top global artistes who are currently trending on playlists in India include Ariana Grande, Khalid, Marshmello, Halsey, Swae Lee, Sam Smith, Calvin Harris, Shawn Mendes, The Chainsmokers and Taylor Swift.
Other insights from the company reveal that a typical day for the 2 million plus users starts off with workout mode of music, goes into ‘Lit’ (slang that translates into mildly intoxicated) mood playlists from 4 pm - 9 pm and love songs from 9 pm until midnight.
Spotify is available with both an ad-supported free subscription tier and a premium model in India. In the latter, you can start with a 30-day free trial followed by a payment of ₹119 a month for access to all the music and premium features on the app. There is also the option of a prepaid sign-up to premium features for specific durations. Access to Spotify Premium for a day costs just ₹13. A week-long premium subscription comes for ₹39, while a monthly subscription costs ₹129.
Spotify’s competition in India includes entrenched streaming apps such as Gaana owned by Times Internet, which claims 100 million users a month, and JioSaavn that calls itself South Asia’s biggest streaming destination.