Strengthening its presence in the Indian market, Sweden-based music streaming service Spotify has launched Original Podcasts for the nation’s viewers. The first line-up of platform-exclusive podcasts from India will go stay on December three and will probably be hosted by well-liked celebrities Gaurav Kapur, Mantra and Aastha-Ankit.

Podcasts have been out there on Spotify for a really very long time, however a particular concentrate on them and doubling them down globally have occurred solely in final two years. Spotify has over 5,00,00Zero podcasts out there globally and has witnessed their accelerated consumption, particularly in India and different smaller markets. Typically, sure podcasts can be found in all markets on the Spotify platform and likewise on different platforms. There are exclusives as effectively. “We are replicating our original podcasts in some of our newer markets. India is an example of this. This is the first-ever locally produced podcast initiative by Spotify in India and marks the beginning of our investment to grow the podcast portfolio and create an extended, newer audio experience for our listeners and the market. Localisation is an important element of our strategy and podcasts in local languages will be an important element of our approach to the Indian market,” says Amarjit Singh Batra, Managing Director – India, Spotify.

In India, podcasting is nonetheless at a nascent stage, however Spotify is witnessing an immense potential given the immersive and intimate nature of the medium. Spotify’s aim is to work with creators, manufacturers, and companions to handle challenges in order that there is a wider understanding and acceptance of this new and related medium. The firm believes that components reminiscent of improve in commute, far more consciousness round streaming, want for extra screen-free moments, and India’s place as a data economic system set up that there is sufficient scope for podcasts to develop into mainstream in India.

Batra explains, “Spotify podcasts are available as free downloads, and India is still a free market when it comes to podcasts compared to the global market where paid subscribers are in significant number. We do expect having more free users in India compared to other markets. Globally, out of 248 million users close to 113 million are paid ones (around 48 per cent). In India, that number is around 1 per cent, but these are early days. We look at it as a long-term journey. We are working on strategies to build this into a paid market. One thing is to help move people from piracy to streaming and the second is to move them from free to paid. That will only happen when people listen to music and podcasts as a habit on the streaming platform. As we came in, we realised that such a habit has to be created and developed in the culture and therefore, it will take time for Spotify to build a paid subscriber market in India.”

The firm believes that the launch of those new sequence will open the chance for India’s rising creator neighborhood to work with Spotify for creating and delivering content material in partaking audio codecs.

“Our focus is on building a consumer base and more importantly, understanding our consumers. Additionally, we have been constantly working on enhancing the Spotify experience through our localisation efforts, and this is of utmost importance in a diverse country like India. Our campaigns, ‘There’s a playlist for that’ and ‘Sunte Ja’, were a transmission of our message that Spotify is a global brand that is here to evolve the audio experience in India. And finally, today, Spotify is ready to release its first line-up of platform-exclusive original podcasts with three Indian creators. Globally, we have over 500 engineers working on podcasts which is a collective effort. We are continuously hiring in India to build a formidable team,” provides Batra.

Commenting on the genres well-liked throughout podcasts, Spotify says that in 2018, a few of the hottest content material genres included crime and thriller, comedy, information and politics, well being and humanities. The firm is witnessing traction in way of life, particularly in segments reminiscent of self-motivation, training, information, and horror. “There’s an increasing appetite for non-music content. India features in the all-time top three streaming markets for tech show Waveform: The MKBHD Podcast, and for On Purpose with Jay Shetty, a show that has been number one on Spotify’s India podcast chart since the time of the launch. The country is also currently in the top ten streaming markets for TED Talks Daily and The Mindset Mentor. Other globally acclaimed podcasts such as Stuff You Should Know, and BBC’s Global News Podcast are also in the top 20 most streamed podcasts in India. Our local charts showcase 60 per cent of the top 10 podcasts on Spotify are on self-motivation-based lifestyle content currently,” factors out Batra.

With over 5,00,00Zero podcast titles on the platform, up from 10,000 in 2018, Spotify has seen progress in podcast hours streamed globally (up roughly 39 per cent from Q2 2019 to Q3 2019), with podcast adoption reaching virtually 14 per cent of complete month-to-month lively customers (MAUs). While the US accounts for the biggest share of podcast streams, a majority of the expansion and listening now comes from outdoors the US.

“Just a little over one year ago, we announced Spotify for podcasters, which provides listener insights to all creators who have podcasts on our platform. Today, we have 140,000 registered creators across the world on the platform. Data for a few of them shows that India features in their top streamed markets. Much of this content is around lifestyle, education and news. Additionally, we acquired ‘Anchor’ this year to open up the ecosystem and enable local creators to create and publish their audio content. It’s a DIY (do it yourself) initiative allowing anyone and everyone to become a creator,” provides Batra.

Spotify has made out there a number of instruments for each world and Indian creators to develop and launch their authentic podcasts on our platform.

Spotify that entered India in February this 12 months had recorded 1 million customers inside the first week of its launch. Recently, the corporate introduced its Q3 outcomes highlighting that India outperformed forecast by 30 per cent and this momentum was pushed by various components together with the launch of the primary broad-based advertising marketing campaign, ‘Sunte Ja’.

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