While the internet-savvy populace of India is enjoying the existing perks of their Amazon Prime subscription, the e-commerce giant is looking to further sweeten the deal. Amazon is now looking to introduce its music streaming service, Amazon Prime Music, as part of the existing subscription package early next year in the country.
As per the report from ET, Amazon India is looking to grapple the competitive music streaming market which is flooded with local, as well as international players like Saavn, Gaana, and Apple Music respectively. It is currently involved in discussions with record labels, such as T-Series, say executives privy to the developments.
Talking about the same, Bhushan Kumar, managing director at T-Series said,
(Amazon has) acquired our film rights for the coming three years as a part of their Amazon Prime Video service. They are coming up with the music service next year, so they are taking our catalogue for their music service.
Further, he continues that T-Series will be providing Amazon non-exclusive rights to their music content libraries. The company has signed similar non-exclusive agreements with other music streaming platforms, such as Saavn, Gaana and Apple iTunes, operational in the country. And the same could extend for as long as two to three years, to start with.
The decision to launch Amazon Prime Music in India comes on the heels of the company’s growing focus on its video streaming that was launched last year. In this short span of time, the video streaming service has managed to attract a collective of users due to their low introductory subscription offer and regional content catalogue. Amazon has also committed ₹2,000 crore to further expand on its content libraries to keep the competition up with its arch-nemesis Netflix.
Analysts are of the opinion that Amazon will keep a similar outlook to push Amazon Prime Music to the masses of the country. They believe that the e-commerce giant will be investing in music review shows, and probably launch independent artists, besides buying music rights from all the top music record labels in the country. And being included in the Prime subscription, without any charges, will further play in their favor.
Amazon Prime Music, for those unaware, was launched back in 2014 as part of the existing Prime subscription and didn’t involve any additional costs for eligible Prime members. It provides users access to an ad-free music experience, curated Prime playlists and other personalized Prime stations. It even allows you to create your own playlists, plus a listening experience with unlimited skips (which is restricted in Spotify’s free membership).
This tops off the existing benefits of the Prime subscription service, which include two-day free shipping and Prime Video subscription in India. Other regions also provide members access to the Kindle Owners’ Lending Library as part of the deal. It is supported on most major platforms and is now accessible even through Alexa. But, mind you, Amazon Prime Music is not the same as Amazon’s recently launched Unlimited Music subscription. It is an independent music streaming service with tens of millions of songs, exclusive of the Prime membership.
