Airtels’s Wynk Music streaming app is one of the most popular music streaming apps in India. Airtel today said that, based on Oct 2019 data from App Annie, Wynk Music is now the top music streaming app in India in terms of Daily Active Users.
While Bollywood and International music continue to be the biggest categories on Wynk Music, Indian regional music is witnessing the fastest growth. Overall, there has been a 75% surge in the number of users streaming regional music. With increasing smartphone adoption in Tier 2 and 3 towns and rural areas, the demand for regional language songs and local artists is seeing a massive surge. More and more users in these markets are getting online for entertainment and discovering music on apps vs pirated music loaded on their devices.
Wynk offers music in 14 Indian languages and regional songs now account for 26% of the overall 3 billion-plus monthly streams on the app. Songs in Oriya, Gujarati, 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 urban youth in metros like Delhi.
The Wynk Music journey:
- Sept 2014: Launched in India; crosses 1 lakh downloads in 4 days
- Feb 2015: 5 million+ app downloads
- June 2015: Launches Data Save Mode
- Nov 2015: 12 million+ installs
- Jan 2016: Introduces MP3 Player Function- Plays Local MP3 files
- Mar 2017: 50 million+ installs
- Jan 2018: 75 million+ installs
- Dec 2018: Voted India’s most entertaining app on Playstore
- Jan 2019: 100 million+ installs
Says Adarsh Nair, Chief Product Officer, Bharti Airtel: “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.”