And there were advertisers who were slower to adopt digital but the pandemic made them realize that at a time when people were stuck at home, digital was how they could engage with their consumers. Before the pandemic, there were advertisers who were digital-first, so they doubled down on the medium. But overall, it's been positive because the pandemic gave digital a massive boost. We are also focusing a lot on some great original podcasts and have have some blockbuster hits last year.Īrjun: If you look at it from the business on the advertising side, 2 out of the 3 years we have been here have been pandemic years and we had to evolve in the way we engaged with the market, our customers, clients and agencies. Anchor (Spotify’s podcast creation tool) has been doing well and there’s a new DIY trend in India in podcasts. In fact, last year, 1 in 4 of our users were podcast users which is pretty significant and we hope that this number keeps improving. Three years back, podcast was relatively new in the market but I can happily say that we have been able to drive both podcast awareness and consumption in India.
We have grown well both on the music and our podcast side. India has also become an important market for Spotify and the organization is looking at India strategically, for the long-term. It's just been 3 years for us in India but we now see ourselves as clearly leading the market in terms of growing the streaming business and building the habit for listening to audio. How would you say its journey in the country has been so far?Īmarjit: Though the last 2 years have been challenging due to the pandemic, we as a team and as a market have been able to strive through, and we're very thankful for that. Q) Its been 3 years since Spotify entered India. To understand Spotify’s journey in India so far and its plans for the years ahead, we spoke to Amarjit Batra, Managing Director - India, Spotify and Arjun Ravi Kolady, Head of Sales, Spotify India. Spotify added 61 million monthly active users across the world in 2021, out of which 25 million users were paid subscribers and the rest were ad-supported users, the platform said last month in a letter to shareholders.
Gustav Gyllenhammar, VP of Markets and Subscriber Growth for Spotify Technology SA also shared in a recent interview that the number of subscribers in India had doubled in 2021.
How to open spotify in india drivers#
The platform recently revealed that it saw a 165% increase in its premium subscriber base in Q421, and India and Indonesia were important drivers for this growth. India now figures in the top 20 markets for the Swedish audio streaming platform globally in terms of user created playlists. 3 years later, things are changing.įor Spotify, it has been an interesting journey. People were still getting used to the idea of paying a subscription for listening to music. When Spotify entered India 3 years back, the audio streaming industry in the country was just getting heated up. We caught up with Amarjit Batra, Managing Director - India, Spotify and Arjun Ravi Kolady, Head of Sales, Spotify India who spoke to us about all that has been happening at Spotify and their roadmap for the years ahead.Spotify recently celebrated its third birthday in India and we thought this would be a good time to look back at its journey so far.
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