E-commerce giant Amazon on Wednesday launched its Prime Music service in India. The e-tailer had brought its Prime service to India 18 months ago and later followed it up with its video offering.

The platform has now entered the online music vertical, competing with existing players such as Saavn, Wynk, Apple Music, Gaana and Hungama.

In the past three months, Amazon has inked deals with five top labels, including T-Series, Tips Music and Sony Music. It has also inked a host of regional music content deals with various partners.

“There is a tectonic shift happening in the Indian streaming markets. Data has become affordable, and we expect more consumers to consume it . Music, therefore, is an integral part of our expansion,” Sahas Malhotra, Director, Amazon Music India, told BusinessLine .

He said the company’s partnership with top music IP owners and curated content is one of its key USPs.

“With ad-free streaming at no additional cost to Prime members, Prime Music offers a welcome break from text and voice ads that come between you and your favourite music,” he said, adding that the company plans to add regional soundtracks.

Annual Prime membership in India is for ₹ 999. Gaana, Saavn, Google Play Music and Apple Music’s membership fees are at ₹1,050, ₹1,020, ₹ 1,200 and ₹1,440, respectively.

Big play

Amazon had last year launched its Echo speakers with Alexa voice assistant in India. Alexa has been built into the Prime Music app.

A report, ‘Digital Media: Rise of On-demand Content’, by consulting firm Deloitte, said India’s digital music industry is expected to reach ₹3,100 crore in revenue, while the number of online music listeners is expected to reach 273 million by 2020. According to the International Federation of the Phonographic Industry’s Global Music Report 2016, there has been a 10.2 per cent increase in digital music revenues, which have soared to $6.7 billion, with 45.2 per cent increase in streaming revenue.

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