Gaana is now making over 100 million dance to its tunes

NEW DELHI: Gaana said it has become the first music app in India to have more than 100 million active users in a month, with the streaming service owned by Times Internet and Chinese technology major Tencent achieving the feat in March.

The 100-million mark is a very significant milestone, considering the user base in the overall Indian music streaming market which is estimated to be 150-160 million, Gaana chief executive Prashan Agarwal said. Through newly launched features like video, the brand plans to ramp up engagement rates going forward, he added.

“The fact that 10 crore listeners value our offering is humbling, and is a testimony to the efforts of the team at Gaana. We will continue to innovate with our AI-driven algorithms and product innovations at scale to help make Gaana more accessible to new mobile users across India,” he said.

According to a recent Deloitte report, there were around 150 million music streaming users in India in December 2018.

With Gaana being used by over 100 million people every month, the app has consolidated its leadership position, Gaana said in a statement on Wednesday.

“Over the next two years, our belief is the market will leapfrog to 400 million users and our intent is to continue to lead the market through product innovation. With the launch of video, the idea is to increase the engagement time of the user on the app and increase the retention,” Agarwal said. “From a new user standpoint, our efforts to distribute the app are increasing many fold. Our advertisement strategy now has multilanguage ads and is feature-focused. From a distribution standpoint, we are also looking at a lot of partnerships with OEMs (original equipment manufacturers).”

Gaana said in the last year, its usage growth was the fastest in tier-two cities (96%), followed by tier-one cities (84%) and then tierthree cities (78%). It had grown more than 78% outside of India, with much of it coming in from the US, Australia, Canada, the UK and the UAE.

On Wednesday, the app also unveiled two key features — Gaana Video and an Artist Dashboard. Gaana Video is the app’s exclusive vertical video format, built for mobile, and has been created in partnerships with India’s top artists. Artist Dashboard is a selfservice dashboard for artists to access insights and analytics around how their fans are consuming their music on the app.

Over the past year, Gaana said, it drove several industry-first product innovations including an AI-led ‘For You’ screen that offers personalised song recommendations and is used by over 10% of Gaa- India na users, it said. Another is a voice assistant which enables easy, multilingual search and is used by more than 24% of the app’s users.

Times Internet is part of the Times Group that also publishes ET.