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Bharti Airtel’s music-streaming service Wynk Music has crossed 50 million downloads, largely in India, since its launch three years ago.
The app, which is also available in Bangladesh and Sri Lanka, now plays close to one billion songs per month.
Wynk is amongst the most downloaded music streaming apps in India with close to 1 lakh daily installs, and about 45 per cent of the Wynk users are non-Airtel customers. It also saw number of daily songs grow by 200 per cent over the last one year.
“The most gratifying fact is that our users stay with us for a long time, and we have the highest time share as well as category users. We have been recording a run rate of about 3 million a month,” Kartik Sheth, Chief Executive Officer at Wynk Music, told BusinessLine in an interaction.
Bollywood scores more Bollywood music contributes to about 54 per cent, while English music has grown to 26 per cent even as Tamil, Telugu and regional content are also becoming important. An average Wynk customer listens to 75 minutes of music per day.
More than 85 per cent of installations came in from Google Play Store, while they also came in through file sharing apps such as SHAREit and Xender.
Wynk is also seeing a deepening of penetration into small towns in the country as 4G services are gaining ground with smartphones becoming a source of entertainment.
For Wynk, piracy is still continues to its biggest bane, even though it’s on the decline.
“The amount of piracy is coming down significantly, with apps such Wynk offering free music streaming. Even though, piracy has been declining, it is still big and is larger than all streaming players put together, it’s clearly declining,” Sheth, who is also Chief Innovation Officer at Airtel, said.
“I think piracy will be quite tiny in the next 18-24 months,” he added.
Wynk, which is both an over-the-top and teleco app, will look at monetising the service by way of advertisements and subscription model.
“Monetising will be the keep component of the strategy going forward,” he said, the company has rolled out a few monetisation pilots.
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