In the past few years, the telecom industry has seen some major shift with the attention turning from voice to data and then slightly on to additional offerings. At one time, voice and data were used to be the only things that the subscribers got when they bought recharges for their numbers. However, those days are long gone, and now the telcos also offer many subscription-based services to the users for free as part of their data and voice subscription. Bharti Airtel is no exception to this; in fact, the telecom operator is known for its attractive additional benefits in the industry which it extends to its customers. A must-have offering which the telco extends to its subscribers is of Wynk Music. Now, in a new release, Bharti Airtel has announced that Wynk Music has become the topmost music streaming app in terms of Daily Active Users.
Big Chunk of Airtel Subscribers on Wynk Music
It is worth noting that although Bharti Airtel offers a lot of other benefits as well such as Airtel Xstream app subscription, and sometimes even Netflix and Amazon Prime Subscription as well, Airtel Wynk Music is something that it offers with almost all of its plans, and hence almost all the prepaid and postpaid subscribers of Bharti Airtel get the access to Wynk Music. The Wynk Music is available to the subscribers as part of the Airtel Thanks programme. Adarsh Nair, Chief Product Officer, Bharti Airtel has remarked about this new feat saying, “The team is focused on building the most personalised music experience for our customers. Wynk’s deep catalogue of songs combined with a holistic understanding of our customer’s preferences allows us to build an incredible product. And Airtel users get a free subscription to millions of songs in Wynk through the Thanks program.”
Regional Music Becomes Driving Factor on Wynk Music
Bharti Airtel has also asserted that the increasing prominence of regional music emerging as the next powerhouse, is also to be contributed to this rise in daily active users (DAUs). The Sunil Bharti Mittal led telecom operator has also noted that while the Bollywood and International categories remain the two largest ones between the subscribers, the regional category is the one witnessing the fastest growth. The consumption of regional music has grown 75% in recent times, as per Airtel.
This has also to do with the increasing adaption of smartphones and mobile internet in tier 2 and tier 3 regions of India. This population was previously using the means of piracy to load songs into their phones, but that is not the case anymore as they can get the regional music of their choice on the Wynk Music app itself.
14 and More Regional Languages on Wynk Music
As per Adarsh Nair, “Regional content is clearly the new HERO as more users come online and look for content that is relevant to them. We aim to invest disproportionately for further expanding our regional content library and work with local artists to bring them to the online world of music.”
Wynk boasts of a library of music content which comes in 14 Indian languages, and regional songs now account for 26% of the overall 3 billion-plus monthly streams on the app. Some of the languages like Assamese, Marathi, Telugu and Bhojpuri have seen 150%+ growth and are also popular outside the home states as well. Interestingly, Bhojpuri music is also seeing strong uptake amongst youth, for example, youngsters in Delhi.