Amazon Prime Music has signed a content deal with the New Delhi-headquartered music label T-Series. As part of the deal, over 150,000 Bollywood and non-film tracks from the T-Series catalogue will be added to Prime Music.
Note that Prime Music is currently available to Echo customers in India on a preview basis, however, it’s still not clear when the service will go live for all Prime members in India. Once Prime Music is live, it will be competing with the likes of Gaana, Saavn, and Airtel’s Wynk, besides Google Play Music and Apple Music, which also have a presence in India. Interestingly, Saavn’s catalogue of music is also available on Echo devices.
Times Internet’s Gaana had crossed 50 million monthly users in November 2017, while Wynk had claimed it had crossed 50 million downloads, back in March 2017. Where Prime Music might have a slight edge over its competition in India, is that it will be part of the Prime membership. So, existing members will not have to pay anything extra to access it.
Prime in India
During Amazon’s Q3 2017 earnings call, CFO Brian Olsavsky had said that more Prime members joined in India in the first 12 months of its launch, than in any other country. He had also mentioned that they’re expanding Prime Music in India, though he didn’t provide any specific date for its launch.
In India, Amazon Prime Video has already released five original India-specific fiction series – Inside Edge, Going Viral, and Laakhon Mein Ek, Breathe and Die Trying, besides over a dozen stand-up comedy specials and growing.
Last year was also the first time Amazon offered its Prime Day deals in India.
In an interview, Amazon India head Amit Agarwal provided some data regarding sales during the 2017 festive season:
- 99.7% of India’s pin codes placed at least one order on Amazon.in.
- 86% of new customers on Amazon are coming from smaller towns.
- Customers from 350 cities in India signed up for Amazon Prime during this period.