Product details

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Abstract

Spotify has been gradually expanding its wings in India, pillared on a creator-centric model and customizing its subscription models to better suit the Indian market. As of 2023, Spotify boasts the largest market share (26%) of audio-streaming services in India, ahead of competitors such as JioSaavn and YouTube Music. It has adopted a polycentric approach, given the curation of music across multiple regional Indian languages. Yet, the audio streaming market in India is relatively new and still hypercompetitive, with several players vying to gain market share. Thus, Spotify's current trajectory is fraught with challenges as it seeks to generate substantial revenue in a market that is highly sensitive to pricing. This requires the company to invest significantly in localization, podcasts, and audiobooks.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2022.

Geographical setting

Region:
Asia
Country:
India
Location:
Kolkata

Featured company

Spotify Inc
Employees:
201-500
Turnover:
INR 16.12 crore
Type:
Public company
Industry:
Audio streaming; Podcasting

About

Abstract

Spotify has been gradually expanding its wings in India, pillared on a creator-centric model and customizing its subscription models to better suit the Indian market. As of 2023, Spotify boasts the largest market share (26%) of audio-streaming services in India, ahead of competitors such as JioSaavn and YouTube Music. It has adopted a polycentric approach, given the curation of music across multiple regional Indian languages. Yet, the audio streaming market in India is relatively new and still hypercompetitive, with several players vying to gain market share. Thus, Spotify's current trajectory is fraught with challenges as it seeks to generate substantial revenue in a market that is highly sensitive to pricing. This requires the company to invest significantly in localization, podcasts, and audiobooks.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2022.

Geographical setting

Region:
Asia
Country:
India
Location:
Kolkata

Featured company

Spotify Inc
Employees:
201-500
Turnover:
INR 16.12 crore
Type:
Public company
Industry:
Audio streaming; Podcasting

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