Bharti Airtel’s subscription-based service Wynk Music has become India’s top music streaming app in terms of Daily active users (DAUs). The increased prominence of regional music is the main attributing factor for the same. Although the Bollywood and International categories rule the roost, being the two topmost preferred categories among subscribers, the regional music category is not far behind. The consumption of regional music has increased by 75% in recent times.
Regional music is the Chief Driving Factor for the Rise in Daily Active Users
Wynk Music is the subscription-based service of the Airtel and offers music in 14 Indian languages. Among them, Bollywood and International music occupies the lion’s share and are the biggest categories. But recently, there has been a surge in the streaming of music in regional languages by as much as 75%. The regional songs now account for 26% of the 3 billion-plus music streams on Wynk Music.
The increased adoption of smartphones and internet usage in tier 2 and tier 3 cities seems to be the main contributing factor for the same. Airtel bundles a lot of benefits to its prepaid and postpaid subscribers as part of the “Airtel Thanks Programme”. As such, Wynk Music has now become accessible to more and more subscribers across the country. This is evidenced by the fact that the regional songs in Assamese, Marathi, Telugu, Bhojpuri have witnessed more than 150% growth. Besides, the regional songs have also become popular outside the home states.
Adarsh Nair, the chief product officer of Bharti Airtel, has attributed the success of Wynk Music to the Airtel Thanks Programme. It offers free access to millions of songs on Wynk Music to its subscribers. He further disclosed the plans to invest more in expanding the regional content library by working closely with the local artists and bringing them to the online world of music.