Bharti Airtel, one of India’s leading telecommunications companies, has announced the closure of its music streaming service, Wynk Music, after a decade of operation. This move aligns with Airtel’s new strategic partnership with Apple Inc., aiming to enhance its offerings in the OTT (Over-The-Top) content space by integrating Apple Music and Apple TV+ for its Indian customers.
Why Wynk Music is shutting sown
Wynk Music was launched in 2014, providing a comprehensive platform for music lovers in India. The service offered features such as offline music downloads, caller tune settings, podcast streaming, and access to music in multiple regional languages. Over the years, Wynk Music gained significant traction, amassing over 100 million users and generating annual revenues between Rs 250 to Rs 300 crore. Despite its success, the service will now cease to exist as a standalone entity.
The Strategic Shift: Partnership with Apple
On August 27, 2024, Airtel officially announced its partnership with Apple, marking a significant shift in its digital content strategy. This partnership will allow Airtel Xstream customers to access premium content from Apple TV+ and enjoy exclusive offers on Apple Music. Airtel’s decision to shut down Wynk Music is rooted in the challenges of monetizing music streaming services in India. With the presence of global giants like Apple, Airtel opted to provide a superior service to its customers rather than continue with Wynk.
Key Points:
- Airtel’s partnership with Apple will bring exclusive OTT video and music streaming offers to Indian users.
- Apple Music and Apple TV+ will be available to Airtel customers at discounted rates.
- Wynk Music employees will be absorbed into the Airtel ecosystem, ensuring no job losses.
The Challenges of Monetizing Music Streaming in India
India’s music streaming market, while vast, faces significant challenges in monetization. According to a report by EY-FICCI, only 4% of the 185 million active music streaming users in 2023 were paid subscribers. The availability of free options on major streaming platforms, combined with the widespread use of YouTube and FM radio, makes it difficult for services to convert free users into paying subscribers. This low profitability has driven many platforms to reconsider their operations, leading to consolidations or shutdowns.
Key Points:
- The EY-FICCI report highlights the low conversion rate from free to paid subscribers in India’s music streaming market.
- Free options on platforms like YouTube and FM radio contribute to the challenge of monetizing music streaming services.
- Airtel’s decision reflects the broader industry trend towards consolidation and strategic partnerships.
The Future of Airtel’s Digital Services
With Wynk Music’s closure, Airtel is focusing on enhancing its digital services through strategic partnerships. The integration of Apple Music and Apple TV+ into Airtel’s ecosystem is expected to provide a richer user experience and attract quality subscribers. Additionally, Airtel and Apple are working on a carrier billing alliance, which will further simplify the monetization of these services.
Key Points:
- Airtel’s focus is shifting towards offering premium content through partnerships with established global players like Apple.
- The carrier billing alliance with Apple will help streamline the monetization process for both companies.
- This partnership is expected to strengthen Airtel’s position in the Indian OTT content market.
Conclusion
Airtel’s decision to sunset Wynk Music marks the end of an era, but it also signals a new beginning for the telecom giant’s digital strategy. By partnering with Apple, Airtel aims to offer its customers a superior music and video streaming experience, while also addressing the challenges of monetization in India’s competitive market. As the industry continues to evolve, Airtel’s strategic moves could set a precedent for other telecom companies in the region.
