Music and Youth
Can Saavn change the dynamics of radio in India?
MUMBAI: For a streaming service that began as a movie service in 2006 in the United States, Saavn’s decade-long journey and expansion involved not only systematic penetration to varied regions, but branching out to other forms of entertainment.
Saavn – in 2006 – licensed Bollywood films from India, and brought them onto cable platforms, such as Time Warner, Comcast and Cablevision, and ten years later, the ‘Spotify of India’ has executed unique ten original programming series catering to mainstream and niche audiences.
With personalities from radio, music, TV and other forms of entertainment associating with Saavn for the programming series, the entertainment ecosystem appears set for a re-imagining of its plans and strategies.
Saavn did not take long to amass an impressive user-base. With a heavy catalogue – understandably dominated by Bollywood songs – the US-based company focused on content tailor-made for mainstream Indian users, the company, today, possesses 20 million tracks in 13 different languages and has over 18 million monthly active users.
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