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Gustav Gyllenhammar<\/a>, vice-president of markets and subscriber growth for Spotify Technology SA<\/a>, said India has entered sort of the \"top echelon\" of the company’s global markets.
\"It's one of the most important markets we have there. It is a top 10 engagement market, and over the last year, we more than doubled our premium subscriber base here,\" he said.
The company, which completed three years in India earlier this week, is still in investment mode.
Gyllenhammar told ET, \"2022 is an important year for us in India, and we're just getting started. The first three years have been phenomenal, and the market potential is in the hundreds of millions of consumers in India.\"
According to Gyllenhammar, more than 150,000 playlists are being created every single day in India, which puts the country in one of the top 20 markets globally in terms of playlist creation.
\"We're also quite confident that we're one of the top audio streaming platforms in India, and probably the one that is growing the fastest,\" he said.
Gyllenhammar said Spotify’s mission is to reach a billion fans global and be able to let tens of millions of creators live off their art. \"When it comes to India, we think India can be a major contributor--both on the creator side of that equation as well as consumers. Music is deeply rooted in culture and in all the various parts of India, and we're so happy that we are able to provide a sort of a window to the global stage for Indian creators,\" said Gyllenhammar.
The company has transplanted some of its learnings from India to other international markets.
\"Last year, we launched in almost 100 markets globally, taking our presence to 184 markets from 92. Most of those markets are in Africa, South Asia, and other emerging nations. And the learnings from India, both in terms of how to build the flywheel between creators and consumers, as well as how to handle multiple languages and audio communities on the platform. India has been a very strong playbook for the other markets. What Amar (Amarjit Singh Batra, managing director, Spotify India) and team have been doing has been hugely helpful as we're building the business in other regions,\" said Gyllenhammar.
On the company’s approach in India, Batra said India is a long-term market for the company.
\"When we launched in the market, we realised that people were not yet fully into streaming... They had experienced streaming but weren’t as engaged as some of the other countries. Then, on top of that, people didn’t pay for music in India as a lot of piracy was still rampant in the country,\" said Batra. \"So, our focus has been to kind of grow the market and build habits for listening, and we are on that trajectory.\"
Globally, advertising amounts to just 15% of Spotify’s overall revenue, but India and Indonesia are among the few markets that have advertising as a larger share.
While Spotify doesn’t disclose subscriber numbers for individual markets, it had more than 406 million users globally, as of December 31, 2021. The company said it had double-digit annual growth in its monthly active user base for the quarter, led mainly by strong results in India and Indonesia.
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古斯塔夫Gyllenhammar副总裁,市场和用户增长Spotify技术公司表示,印度已进入的“高层”公司的全球市场。
“这是我们拥有的最重要的市场之一。十大接触市场,过去一年,我们高端用户数量增加了一倍多,”他说。
完成了三年的公司,本周早些时候,印度仍在投资模式。
Gyllenhammar告诉ET,“2022年是一个重要的为我们在印度,我们刚刚开始。前三年是惊人的,市场潜力在数亿消费者在印度。”
根据Gyllenhammar, 150000多个播放列表创建每一天在印度,这让该国在全球排名前20位的市场之一的创建播放列表。
“我们也很相信我们的音频流媒体平台在印度,可能是增长最快的一个,”他说。
Gyllenhammar说Spotify的使命是实现全球十亿名球迷,能够让数以百万计的创作者依靠他们的艺术。“在印度,我们认为印度可能是一个主要因素——无论是在造物主的一面以及消费者。音乐是深深植根于文化和印度的各个部分,我们很高兴,我们能够提供一种窗口为印度的创造者,世界舞台”Gyllenhammar说。
该公司已移植的一些经验从印度到其他国际市场。
“去年,我们几乎在100年推出市场在全球范围内,我们从92年到184年市场存在。大部分的市场是在非洲,南亚,和其他新兴国家。来自印度的经验,无论是如何构建创作者和消费者之间的飞轮,以及如何处理多种语言上和音频社区平台。印度是一个非常强大的其他市场的剧本。阿玛什么(董事总经理特·辛格巴特拉,Spotify印度)和团队一直在做一直非常有帮助在其他地区,我们正在构建业务”Gyllenhammar说。
在公司的方法在印度,巴特拉说,印度是一个长期的市场的公司。
“当我们在市场上推出,我们意识到,人没有完全进入流……他们经历过流但不像一些其他的国家。然后,最重要的是,人们没有支付音乐在印度很多盗版仍然猖獗,”巴特拉说。“所以,我们的重点是发展市场和建立习惯倾听,我们的轨迹。”
在全球范围内,广告只是Spotify的总体收入的15%,但印度和印尼等几个广告作为一个更大的市场份额。
而Spotify没有透露用户数量为个人市场,全球有超过4.06亿用户,截止到2021年12月31日。该公司表示,两位数的年增长率在其月度活跃用户群的季度,主要是印度和印尼强劲业绩。
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