Home-grown music platform Gaana has partnered with Google Playstore to launch an instant app for users who want to experience the app without actually downloading it. Android users can now simply click on the 'Try Now' button on Gaana’s Playstore page to get a native app experience. The company says it is the world’s first music app to unveil an instant app experience.
Gaana claims the new instant app has a familiar look and feel of the fine-tuned Android experience. It offers users a taste of all major functionalities of the main app like browsing for songs/playlists, trending music, search on entire 45 million libraries and listening to songs.
The app weighs only 2.5MB— about 15% of the main app. This makes it useful for those using entry-level smartphones with limited internet availability. Gaana says this feature is targeted towards the next 100 mn users coming online.
Speaking at the launch, Gaana CEO Prashan Agarwal said Gaana has registered a 5% surge in in-app installs per day.
"More people are realising the convenience of being able to listen to their favorite songs anytime anywhere even before they download our app," he added.
The Times Internet and Tencent Holdings-owned music app now faces a challenge from global players like Spotify and YouTube Music, that were launched earlier this year. Going by Google Play numbers in August, Gaana has received 100 million app downloads while YouTube Music was reported to have been downloaded 15 million times within just three months of its launch in India. Before the introduction of these two, Gaana's main competitors were JioSaavn and Airtel's Wynk Music.
The Indian music industry has seen a growth at par with global numbers. It grew 24.5% to touch $156 million (Rs. 1,068 crore) in 2018, according to a report by IFPI.
India has witnessed an increase in streaming revenue (31%) as well, with rising traffic towards legitimate sources of music (audio OTT platforms, video streaming platforms, etc.) driven by an increase in smartphone penetration and low data rates.