Amazon Music expands presence in India beyond Prime membership as audio streaming market undergoes changes
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After eight years in India exclusively as part of the Prime package, Amazon Music is expanding its reach with a multi-tiered approach, anticipating a substantial increase in paid subscribers in the Indian audio streaming market over the next decade. This shift represents a significant change in the platform’s strategy.
Amazon Music’s new plan includes a free ad-supported service, ad-limited Prime Music, and the premium subscription service Amazon Music Unlimited (AMU), priced at Rs 99 per month for Prime members and Rs 119 for non-Prime users. This move underscores Amazon Music’s ambition to extend beyond the confines of the Prime ecosystem, particularly amidst a reorganization of India’s audio streaming industry following many closures and transitions to subscription models.
Rishabh Gupta, Country Head of Amazon Music India, emphasized the company’s desire to make music accessible to every Indian, highlighting the immense growth potential in India’s streaming market. With shifting consumer behavior, increased smartphone usage, affordable mobile data, and widespread use of UPI-based payments, conditions are ideal for a thriving paid audio market in India.
Amazon Music is banking on the continued growth of its platform by embracing changing listening habits. While discovery may occur through various channels like social media or recommendations, dedicated music services are where users return for repeated enjoyment. The company is witnessing a rise in regional language music consumption alongside film and soundtrack music dominance, reflecting diverse audience preferences.
The revamped Amazon Music structure aims to cater to a wider audience, offering Amazon Music Free, Prime Music, and Amazon Music Unlimited. Users will have access to on-demand playback, offline downloads, and high-quality audio experiences across various devices. Additionally, Amazon Music is expanding into podcasts, live streaming events, and exclusive partnerships to enhance user engagement.
With a focus on AI technology and global expansion, Amazon Music views India as a crucial market for both domestic growth and serving the international Indian diaspora. The company’s commitment to innovation in music streaming, podcasts, and user engagement signals a strategic move towards establishing a strong presence in the competitive Indian audio streaming market.
Overall, Amazon Music’s expansion beyond Prime and the introduction of new subscription models reflect the company’s ambitious goals in India’s rapidly evolving audio landscape. By offering a diverse range of services and enhancing user experiences, Amazon Music is poised to make a significant impact in the country’s burgeoning audio streaming industry.