ArbDossier reposted this
580 million USD to 25 lakh INR. Guess the startup? It is none other than Gaana.com. How did a platform beloved by millions of Indian music lovers reach this point? When Gaana launched in 2010, it was among the first Indian platforms to recognize and monetize the country’s diverse music tastes. It slowly became synonymous with Indian music streaming. The reasons for Gaana’s demise are several, but the most important are: 1. A massive monetization gap - a failure to convert its millions of free users into paying subscribers. 2. Fierce Competition - from Spotify, Youtube Music and Apple Music that have far more robust models at an international scale. 3. Licensing costs further squeezed the company. Now let’s look at another company which has cracked the Indian market. Spotify. Launched just a few years ago in India, it already has the highest number of paying subscribers among all music streaming services in the country. Reasons? 1. User-friendliness at its core - an absolutely clean interface with a very heavy focus on personalization. 2. Localized content - Spotify has stayed true to its tagline that Spotify is for everyone. 3. Beyond music - Spotify has also invested in local podcast creation, which is a very fast growing category. The key questions that I have for the pundits with respect to this sector are: 1. Is there a space for local innovation in this market, or will only the global giants survive? 2. Will user willingness to pay rise as India’s economy matures? 3. Which monetization strategy shall prove most effective in India - bundling, ad-supported or exclusive artist deals? #IndianStartups #MusicStreaming #BombayFoundersClub