Subject category:
Strategy and General Management
Published in:
2024
Length: 11 pages
Data source: Published sources
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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