Dislike Ads? Amazon Inks Deal With T-Series to Provide Users Ad-Free Music:
Gearing up for a big launch in India, Amazon Prime Music has inked a deal with Indian music label T-Series to strengthen its catalogue. As a part of the deal, the Amazon Prime Music subscribers will get access to 150,000 songs owned by T-Series including Bollywood, regional and non-film songs, that too ad-free and at no additional cost. Alongside the benefit of music, users can also avail attractive Amazon offers on electronics, apparels, and others such.
Earlier, it has stacked deals with Indian Music companies such as Sony, Saregama, Zee, Venus and Tips.Going by the figures – T-Series is one of highest subscribed YouTube Channel in India. With approximately 35 million subscribers and more than 30 billion views recorded for the channel, the deal is expected to divert a large number of online streamers to Amazon Prime. Also, nearly 55% of music streaming in India is done for Bollywood songs; around 30% for regional music and remaining for international music. With T-Series content licensing, the Amazon Prime Music catalogue looks more promising.
Amazon Prime Music in India, the Deal So Far:
Amazon has not yet divulged any date for the launch but with talks going around with big labels in India, we can expect the news anytime. This is not the first time that Amazon is playing its cards.The largest online retailers bought its Prime services to India in 2016 but lacked access to free music and video streaming. Soon, Amazon Prime Video was introduced but it took some time to bring in music services as the retailer was not market ready.
The expected arrival of music services didn’t do any good to the larger audience, as Amazon Music services were limited to invite-only Echo customers. But the latest version, Amazon Prime Music, gives free access to Prime Customers through iOS, Android, desktop and other compatible applications.
Prior to T-Series, a similar content licensing was signed with Saregama to stream its library of 1, 17, 000 songs on Amazon Prime Music. Amazon also happens to sign a content licensing deal with Zee Music label which will give access to its 450 film songs along with 250 independent artist soundtracks. The content will be available to Amazon Prime subscribers without additional charge and without commercials when the music service is added to Amazon’s Indian services.
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How promising does it look?
Altogether, the catalogue that Amazon plans to provide to its Prime Indian customers seems promising and not to forget the English and International library it already has. The Prime annual membership can be availed at Rs.999 which makes it slightly cheaper than Apple Music with Rs. 1200, Saavn with Rs.1050 and Gaana with Rs. 1020 annual subscription.
The competition will only be intensified as Saavn, Gaana, Wynk, Apple Music and Google Play Music have a good hold on the market. The expected arrival of Spotify in India, world’s largest online streamer, will give a tough fight to Amazon.
Nevertheless, it seems Amazon Prime Music will have an edge over its competitors, due to its free access, ad-free service as well and more localised content for the Indian users. According to industry analysts, it might capture a bigger market through its exclusive partnership with labels, large user base it has established in India.
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Online Streaming in India: The Present and Future:
Amazon Prime Music is an ad-free online music streaming service for Amazon Prime members that comes with Alexa voice control. It shall replace the previous version of Amazon which was available to Amazon Echo users only. The service can be availed from any Android and iOS application, web player, desktop app, Amazon Echo and Amazon Fire TV Stick
It also comes with in-built stations and playlists that offer a wide range of customization. After logging in, the app asks users to choose the music preference with the language. The app uses the choices to prioritize the music on home screen, just like Amazon Prime Videos.
India is one of the largest music markets in the world. With 1.3 billion music listeners accompanied by economic growth factors, the value of its mark is expected to rise by double figures by 2020.Talking about India’s online streaming industry it is expected to cross Rs 3,100 Cr. revenue by 2020. At the same time, the paid subscription among online music streamers increased by 10-15% in 2017 from 1% in 2016.
At present, the market is dominated by Gaana with 60 million monthly users and Saavn with 22 million users. In case of Amazon Prime Music, industry estimates it to be around 10 million in India.