Spotify is now available to users in India, in a move that could prove extremely advantageous to the streaming giant.
A full year since opening their first office in Mumbai, Spotify’s service is now available in India. The second most populous country on Earth and the fastest growing market globally for mobile apps. For now it seems, launching in India could prove to be an extremely advantageous move for the global streaming giant.
That said, Spotify has had to make a number of changes to their service (and price plan) to win over its new 1.3 billion-strong audience. First, a Premium subscription will cost consumers 119 rupees monthly (£1.27), compared to £9.99 in the UK and $9.99 in the US. Secondly, Spotify has on-boarded millions of new songs and playlists, which will use new algorithms to adapt its offering based on what's trending throughout India’s main cultural hubs.
"India has an incredibly rich music culture and to best serve this market, we’re launching a custom-built experience. Not only will Spotify bring Indian artists to the world, we’ll also bring the world’s music to fans across India. Spotify’s music family just got a whole lot bigger." - Daniel Ek CEO of Spotify
However, the move has not been without it’s controversies. An ongoing legal battle with Warner Music regarding the licensing and copyright terms of Spotify’s operation in India had put the launch in doubt. The essence of which appears to stem from the rate at which Spotify will pay artists considering its comparatively low monthly subscription price in India. However, after the Bombay High Court appeared to rule in favour of Daniel Ek & co, the much-anticipated launch has gone full-steam ahead over the past few weeks.
Spotify’s new venture increases it’s market reach to 79 countries and marks a notable step forward in the companies desire to become a truly global service. How successful the move will be, only time (and the final result of Warner’s legal case) will tell.