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    Startup Street: Spotify India will continue to focus on regional content

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    Startup Street: Spotify India will continue to focus on regional content

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    Ten months ago, Spotify landed in India bang in the middle of a highly competitive music streaming market. It didn't make much sense to be the 12th company entering the space but in less than a year, the company claims that it has moved to the third or fourth position in the India market. It has surpassed its first-year targets.

    Ten months ago, Spotify landed in India bang in the middle of a highly competitive music streaming market. It didn't make much sense to be the 12th company entering the space but in less than a year, the company claims that it has moved to the third or fourth position in the India market. It has surpassed its first-year targets.
    Spotify's focus for next year is to shift users from listening to pirated music to paid music, they also plan to focus on regional content and artists as well as add more Indian originals and podcasts. Sunny Sen, spoke to Amarjit Singh Batra, managing director at Spotify India and asked what attracted him to invest in India even though there were many other players already in the market.
    Batra said, "What we bring to the table and what people love about Spotify is how people are able to discover music. We curate music not only through algorithms, which is amazing at Spotify but also through editors who really go into the deep moods and moments and look at different languages and curate."
    On regional content, he said, "Focus on regional content is only getting stronger. We started off only once we had a local editorial team here which focuses on understanding the culture of the country, how people listen to music and that language and then we started curating. Today we have about 260 playlists specially curated across 6-7 languages and we are continuously increasing."
    Speaking on the company's agenda for 2020 he said, "What we want to do further is to expand ourselves, go deeper into podcast, go deeper into music curation, go deeper into languages. Spotify also believes a lot in ubiquity because people don't listen at one place to music, they listen to it sometimes in a car, sometimes at home, sometimes somewhere else, so how do we kind of make sure that Spotify is available in different devices and so on. Today globally we are in 200 devices and 500 brands work with us. In India, we want to continue that kind of a journey here."
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