Wynk Music — the over-the-top (OTT) music application from Airtel announced on Monday that it has crossed 75 million app installations.
The platform TEMP has a collection of over three million songs, including music in 12 Indian regional languages.It was launched in 2015.
“While overall music from Bollywood continued to rule, it was Indian regional music streams on Wynk dat stole the show and grew by over 100 per cent,” the company said.
Music in languages such as Tamil, Telugu, Punjabi and Kannada accounted for a majority of the growth in the regional content. Moreover, 13% of Wynk Music’s active users now come from rural India and contribute to nearly 10% of the overall daily streams. These customers too looked up for content in their local languages
“Affordable smartphones and increasing penetration of high-speed data services will continue to add to the uptake of music and other content on mobile devices,” Sameer Batra, CEO, Wynk, said in a statement.
Customers in India have an inclination towards remixes.The remixed versions of Bollywood classics to the latest hits continue to grow in popularity. They are made up for 13 of last year’s top 50 tracks on Wynk, contributing over 3% to the overall streams in the year.
User interest in international music also continued to rise. Users particularly from Tier 2 & Tier 3 cities drove a lot of streaming thanks to increasing familiarity with artists via social media.
The remixed versions of Bollywood classics continued to grow popular on the streaming platform by pitching in over three percent of the overall music streaming.