Bharti Airtel has announced it will close its Wynk Music streaming service after a decade of operation. The company, which launched Wynk Music in 2014, will transition its more than 100 million users to Apple Music, offering them an initial free trial period. If users choose to continue, they will transition to paid subscriptions. This strategic move marks Airtel’s exit from the competitive music streaming market and provides Apple with a substantial new user base in India. The partnership also includes future exclusive access to Apple Music and Apple TV+ for Airtel customers. As part of the transition, Wynk Music, which has been generating between ₹250-₹300 crore annually, will be phased out, and its employees will be integrated into Airtel.
Airtel’s decision to shut down Wynk Music was confirmed by a company spokesperson shortly after the announcement of a strategic partnership with Apple. The spokesperson detailed that Wynk Music will be closed within the next few months, and all its employees will be absorbed into Airtel’s broader operations. This move is designed to align with Airtel’s goal of offering enhanced services in the music streaming space.
The Future of Wynk Music and Its Impact
The decision to shut down Wynk Music is rooted in commercial strategy and market dynamics. Sources suggest that Airtel found it commercially unviable to continue Wynk Music without a clear monetization plan. “Music streaming monetization in India is already quite low. Additionally, Airtel aimed to provide a superior service in the music streaming space, and Apple is a prominent global player in this market,” a source informed Moneycontrol.
The partnership with Apple not only allows Airtel to exit the music streaming sector but also enables Apple to acquire high-quality subscribers. Under the terms of the deal, Airtel will offer Apple Music subscriptions at a significantly discounted rate compared to Apple’s standard pricing. These exclusive offers will be available only to Airtel customers, making them unavailable through any other telecom provider.
Furthermore, Apple and Airtel are working on a carrier billing arrangement as part of their partnership. This collaboration is expected to enhance Apple’s ability to monetize its OTT and music streaming services effectively. The arrangement aims to simplify the payment process for users and create a more seamless experience.
In addition to offering Apple Music, Airtel has also announced that Apple TV+ content will be accessible through its video streaming platform Xstream later this year. Special Apple Music offers will be available to Wynk Premium users, providing them with exclusive deals as part of the transition. Airtel’s extensive customer portfolio, which includes Airtel Wynk, Airtel Thanks, and Xstream, boasts over 220 million active users.
The closure of Wynk Music and the shift to Apple Music highlight a broader trend in the music streaming industry. According to an EY-FICCI report released in March 2024, there were approximately 185 million active users of music streaming apps in 2023, but only around 7.5 million of these users were paying for subscriptions. This represents a mere 4 percent of the user base. The report points to the challenge of converting users to paid subscriptions, given the prevalence of free options on major streaming platforms, as well as the availability of music on YouTube and FM radio. These factors contribute to the low profitability of audio streaming services and may lead to industry consolidation or the shutdown of some platforms in the near future.
Past Efforts and Industry Dynamics
Airtel had previously explored the possibility of merging Wynk Music with Times Internet and Tencent-backed Gaana, but these discussions did not come to fruition. Subsequently, Gaana was acquired by Entertainment Network India Limited (ENIL), a subsidiary of Times Group, in December 2023 for Rs 25 lakh.
The shutdown of Wynk Music reflects the evolving dynamics of the music streaming industry and Airtel’s strategic shift towards leveraging partnerships with established global players like Apple. This move not only allows Airtel to exit a challenging market but also positions it to offer enhanced services and exclusive content to its customers, ensuring a more competitive edge in the telecom and streaming sectors.
Bharti Airtel has announced it will close its Wynk Music streaming service after a decade of operation. The company, which launched Wynk Music in 2014, will transition its more than 100 million users to Apple Music, offering them an initial free trial period. If users choose to continue, they will transition to paid subscriptions. This strategic move marks Airtel’s exit from the competitive music streaming market and provides Apple with a substantial new user base in India. The partnership also includes future exclusive access to Apple Music and Apple TV+ for Airtel customers. As part of the transition, Wynk Music, which has been generating between ₹250-₹300 crore annually, will be phased out, and its employees will be integrated into Airtel.
Airtel’s decision to shut down Wynk Music was confirmed by a company spokesperson shortly after the announcement of a strategic partnership with Apple. The spokesperson detailed that Wynk Music will be closed within the next few months, and all its employees will be absorbed into Airtel’s broader operations. This move is designed to align with Airtel’s goal of offering enhanced services in the music streaming space.
The Future of Wynk Music and Its Impact
The decision to shut down Wynk Music is rooted in commercial strategy and market dynamics. Sources suggest that Airtel found it commercially unviable to continue Wynk Music without a clear monetization plan. “Music streaming monetization in India is already quite low. Additionally, Airtel aimed to provide a superior service in the music streaming space, and Apple is a prominent global player in this market,” a source informed Moneycontrol.
The partnership with Apple not only allows Airtel to exit the music streaming sector but also enables Apple to acquire high-quality subscribers. Under the terms of the deal, Airtel will offer Apple Music subscriptions at a significantly discounted rate compared to Apple’s standard pricing. These exclusive offers will be available only to Airtel customers, making them unavailable through any other telecom provider.
Furthermore, Apple and Airtel are working on a carrier billing arrangement as part of their partnership. This collaboration is expected to enhance Apple’s ability to monetize its OTT and music streaming services effectively. The arrangement aims to simplify the payment process for users and create a more seamless experience.
In addition to offering Apple Music, Airtel has also announced that Apple TV+ content will be accessible through its video streaming platform Xstream later this year. Special Apple Music offers will be available to Wynk Premium users, providing them with exclusive deals as part of the transition. Airtel’s extensive customer portfolio, which includes Airtel Wynk, Airtel Thanks, and Xstream, boasts over 220 million active users.
The closure of Wynk Music and the shift to Apple Music highlight a broader trend in the music streaming industry. According to an EY-FICCI report released in March 2024, there were approximately 185 million active users of music streaming apps in 2023, but only around 7.5 million of these users were paying for subscriptions. This represents a mere 4 percent of the user base. The report points to the challenge of converting users to paid subscriptions, given the prevalence of free options on major streaming platforms, as well as the availability of music on YouTube and FM radio. These factors contribute to the low profitability of audio streaming services and may lead to industry consolidation or the shutdown of some platforms in the near future.
Past Efforts and Industry Dynamics
Airtel had previously explored the possibility of merging Wynk Music with Times Internet and Tencent-backed Gaana, but these discussions did not come to fruition. Subsequently, Gaana was acquired by Entertainment Network India Limited (ENIL), a subsidiary of Times Group, in December 2023 for Rs 25 lakh.
The shutdown of Wynk Music reflects the evolving dynamics of the music streaming industry and Airtel’s strategic shift towards leveraging partnerships with established global players like Apple. This move not only allows Airtel to exit a challenging market but also positions it to offer enhanced services and exclusive content to its customers, ensuring a more competitive edge in the telecom and streaming sectors.
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