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<ul><li><keyword id="7091983" type="UNKNOWN" weightage="20" keywordseo="jiosaavn">JioSaavn</keyword> launches <keyword id="11396545" type="UNKNOWN" weightage="20" keywordseo="jiosaavntv">JioSaavnTV</keyword>. </li><li>Users will now be able to access Music TV Channels and Music Video Playlists on a new tab on the homepage, allowing them to make a choice on what they’d like to watch.</li></ul>JioSaavn has released its new video product - JioSaavnTV. The video feature aims to bridge the gap between expert curation and ease of consumption. JioSaavnTV is the newest addition to the video products on the platform. With JioSaavnTV, the platform is creating and organising a new television experience for music in addition to its audio service. Users will now be able to access Music TV Channels and Music Video Playlists on a new tab on the homepage, allowing them to make a choice on what they’d like to watch. TV Channels akin to analog channels will have recommended videos play one after the other, whilst Video Playlists will be playlists curated by mood, genre and artists. Through the newly introduced Music TV channel and the Music Video Playlists, JioSaavn provides a differentiated experience allowing users to discover and access to a wide range of music videos from an artist, era or mood-based selection. The new feature will enable users to switch seamlessly between videos that they want to watch and previously queued audio tracks. To get the full in-app video experience, JioSaavn users can now flip between horizontal and vertical modes. To kick off the launch, JioSaavnTV will include curation around popular artists, moods, genres and eras in music. The release of the new product is supported by a marketing campaign through video ads showcasing music videos from artists including Badshah, Justin Beiber, Dua Lipa, K-Pop sensation BTS and Akul. The launch will be further amplified across social channels, digital and influencer outreach and a VR experience via Instagram. Prior to this, the brand introduced its first video offering with Shorties - 15 second looping visuals to accompany select tracks - giving Indian artists a rich visual culture in motion bringing fans another touchpoint. Shorties has had over 200M views since it launched in late June 2020. In August of last year, JioSaavn partnered with Triller to bring artist and user generated video content to the app. While JioSaavn Pro users can enjoy an ad-free and unlimited access to the wide video library on the app, freemium users can watch up to three videos a month.

JioSaavn will now allow its users to access music TV channels and music video playlists on the app

<ul><li>With an aim of giving its users a premium, ad-free experience, <keyword id="7091983" type="UNKNOWN" weightage="20" keywordseo="jiosaavn">JioSaavn</keyword> launched its premium subscription offering JioSaavn Plus.</li><li><keyword id="136845" type="PERSON" weightage="20" keywordseo="Mihir-Shah">Mihir Shah</keyword>, Vice President of Consumer Revenue at JioSaavn claims that its paid loyalty base continues to grow at a triple digit growth rate year-on-year. He tells us about the factors that have led to this growth.</li></ul>JioSaavn, the <keyword id="2435252" type="TECHNOLOGY" weightage="20" keywordseo="audio-streaming">audio streaming</keyword> app from the house of Mukesh Ambani’s <keyword id="6355199" type="ORGANIZATION" weightage="20" keywordseo="reliance-industries">Reliance Industries</keyword> recently launched a new video product, <keyword id="11427128" type="UNKNOWN" weightage="20" keywordseo="jiosaavn-tv">JioSaavn TV</keyword>. The move is aimed at turning the app into ‘a one-stop entertainment hub with the highest quality streaming technology’, no longer just restricted to audio. Launched in 2007, JioSaavn has been witnessing good growth in terms of its subscription base. Over the years, it has tried its hand at various features to improve user experience and build differentiation in the category. Last year, during the lockdown, it launched a live concert IP, JioSaavn Anywhere, to bring artists closer to their fans. In November last year, with its launch of JioSaavn Plus, the platform claims to have catapulted itself into being one of ‘India’s top OTT subscription services’. Mihir Shah, Vice President of Consumer Revenue at JioSaavn claims that its paid loyalty base continues to grow at a triple digit growth rate year-on-year. In a recent conversation with Shah, we tried to understand how it is wooing more consumers and turning them into paid customers and what platform has to offer for marketers. Excerpts: Q) It’s been six months since the launch of JioSaavn Plus. How has the reception been so far? What kind of growth have you been witnessing? JioSaavn Pro is our marquee subscription product which offers the most features compared to any other music subscription service in the market today. JioSaavn Pro offers ad-free listening, downloads, high quality streaming, one-click JioTunes (caller tunes), exclusive rewards on music and lifestyle brands and exclusive content. We unbundled Pro into feature-based subscription packs under the JioSaavn Plus umbrella and today offer two variants of the pack - a subscription-only pack for ad-free streaming and another one only for unlimited JioTunes. The launch of Plus has catapulted us into one of India’s top OTT subscription services. We’ve seen significant growth in our subscriber base (JioSaavn Pro and JioSaavn Plus). Millions of users are purchasing a subscription and our paid-loyalty base continues to grow at a triple digit growth rate year on year. Over the course of the last year, we have seen tremendous growth in acquiring first-time paying subscribers, a significant spike in subscriber retention rates and healthy upgrade rates from Plus to Pro. Given our subscription plans are long-term duration (monthly, annual) we continue to maintain healthy ARPU rates. Q) What are the factors that have contributed to consumers subscribing to JioSaavn Plus over a few other subscription-based platforms in the segment? We’ve had a first-mover advantage in India starting out over a decade ago. JioSaavn has consistently built on our value propositions and customer-experience. We have thrived because we understand what our users want and the nuances of the marketplace. We introduced JioSaavn Plus in November of 2020 understanding the requirement of our paid-consumers and tailor-made the best plans for them. We made a conscious decision of launching feature-based subscriptions rather than duration-based subscriptions catering to the jobs-to-be-done in a customer’s life. Q) What are a few ways in which you are giving your consumers a differentiated experience? With JioSaavn Pro we’ve created value. We’ve built-in multi entertainment and lifestyle experiences with something for everyone. Innovation in the audio space has allowed us to stay current and ahead of the most established global and domestic players. Everything from our diverse content catalogue to our consumer-first product offerings has been the differentiator for us. What we’ve built is so much more than a music streaming platform. We’ve curated our experiences to foster and advance culture, creators and artists. With Jio’s extensive reach, a data-driven platform and original regional and language content diversity, we’ve evolved into tastemakers in the Indian audio industry. Q) Considering subscription would mean the platform is ad-free, how do brands stand to gain from investing on the platform? Depending on the context in which brands wish to reach out to our users, we offer multiple solutions to make that connection happen. JioSaavn has a well-stacked suite of ad experiences that span across multiple formats such as audio, display, and video. On the content front, we have seen an increasing influx of brands associating with us on playlists and podcasts in the form of curation or custom creation, as the experience enables them to tell a compelling story to our listeners. Apart from in-app media and content integrations, brand partnerships may also extend to off-line channels. For example, Nestle KitKat partnered with us to run a multi-channel activation which also included JioSaavn Pro branding on 25 Million KitKat packs and in-store promotions for a special co-branded offer. Brands also find value in being associated with our Pro Rewards product to engage with our subscriber audience base. Pro Rewards offers our premium subscribers offers and rewards on brands related to music and lifestyle. Brands like Puma, Flipkart, HealthifyMe, Tinder, Zomato, etc leverage Pro Rewards to reach out to our premium audiences by offering platform exclusives thus creating a win-win situation for both brands and our paid subscribers. On a product front, we also do strategic API integrations with brands where there are synergies between both products to offer the best experience to our customers. An example is our partnership with Triller. With the Triller integration we have expanded our short video catalogue which is an extension of our popular format - Shorties. The activation of our in-product integration has showcased a rise in Triller videos being consumed in Tier II and III markets across the country. Q) How are you wooing consumers from smaller cities to come on board as paying consumers? Given the host of features our subscription offers, we have something for every type of user. Some features may appeal more to a discerning user of music who cares about the best music listening experience while some features may appeal more to a user who is looking for a more tangible/quantifiable experience from their music streaming platform. These users can be in Tier I, II or III towns, it doesn’t matter where they are. What matters is what value they are seeking from our platform. Q) What are your strategies towards converting people already using your platform to paid users? We feel confident that we know what the Indian consumer cares about when paying for a subscription and it is this deep-rooted customer knowledge that forms the basis of anything we do to convert our free users into paid users. Based on insights from our users, we recently launched Pro Academy where our Pro subscribers can invest more time in their passion by learning from their favorite celebrities. With Pro Academy, customers can learn from celebrities like Shaan, Neha Kakkar, Ranveer Brar and Dabboo Ratnani, among others. We will continue to build unique product experiences for our subscribers, focus on penetration of our feature-based subscription packs, invest into our content catalog backed by data and make our communication more intelligent and timely to our highly engaged audiences. Q) How have you marketed the offering so far? How have you been communicating with your consumers? On the platform, we leverage our suite of ad products like audio and display to continue to drive awareness of our subscription products. Off platform, we cast a wide net with social media and digital touch points and influencers and partner tie ups. Q) What was the thought behind shifting from live/ticketing access to consumer offers? During the pandemic, live concerts and performances came to a halt. But users’ need to connect with artists and feel their music continue on. We saw a need gap and decided to launch Live concerts for Pro subscribers. Since April of 2020, we have hosted multiple Pro only live events with artists like B Praak, Amaal Mallik, Zaeden, Ritwiz, Tienas and Madboy Mink and will continue to invest in this space featuring both mainstream and independent artists. We will focus on both live shows as well as consumer offers relevant to music and lifestyle as that’s a big part of our growth strategy. Q) What is your target revenue/growth target for this financial year? We are going to continue our growth trajectory and we see ourselves on path to triple digit growth rates year on year.

Our paid loyalty base continues to grow at a triple digit growth rate year-on-year: Mihir Shah, JioSaavn

This Tech Insider’s daily dose of <keyword id="35609" type="PERSON" weightage="20" keywordseo="tech-news">tech news</keyword>. This is everything that’s happening in tech that you need to know about today: 1. WhatsApp’s plan to finally turn a profit involves brings ads to your status The messaging mobile app, WhatsApp plans on bringing ads to the status tab on WhatsApp starting 2020. The Facebook-owned enterprise hasn’t turned a profit since it was acquired and bringing ads onto the platform goes against the promise made by one of its founders, Jan Koum. Why you should care: Facebook is assuring users that bringing ads onto the platform won’t compromise their privacy but considering their track record, it’s a calculated risk for WhatsApp to take. 2. One of India’s OG YouTube channel says good bye to its fans <keyword id="6468924" type="UNKNOWN" weightage="20" keywordseo="all-india-bakchod">All India Bakchod</keyword> (AIB), one of India’s first YouTube channels to go viral, has announced that they’re going to be shutting down for a while. The company issued their statement on Twitter via Vidhi Jotwani, the Head of Human Resources for AIB with the titled ‘AIB YouTube channel is for all intents and purposes, dead for the foreseeable future’. Why you should care: Two of the entertainment company’s founders, Tanmay Bhat and Gursimran Khamba, will be removing themselves from all aspects of the company after Utsav Chakraborty, another parter, got embroiled in the #MeToo storm in October. 3. <keyword id="7091983" type="UNKNOWN" weightage="20" keywordseo="jiosaavn">JioSaavn</keyword> goes the Spotify way by integrating Facebook and Instagram One of India’s leading music streaming service, JioSaavn, is integrating Instagram and Facebook into its platform. The news comes in within days of Spotify announcing that its going to bring Instagram like Spotify Stories on its platform. Why you should care: Integration between JioSaavn and Instagram means that you can now look up a song, album, playlist or podcast, build a post, customise it and share it with friends on Instagram and Facebook as a picture on Stories. <a href="https://tech.economictimes.indiatimes.com/news/people/netflix-india-content-exec-simran-sethi-quits/69446914">4. The exit of another Netflix India exec could indicate trouble</a> Swati Shetty, a key executive behind <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword>’s original content in India, has decided to leave the company behind. She reportedly did not want to move to India in order to keep her position at the company. Why you should care: Netflix has pumped quite a bit of money into India and the company has shown growth in the market as well. But it remains behind the likes of Amazon Prime and Hotstar. Enlisting more executives to actually move to India shows the importance that the video streaming giants places on the local market. <a href="https://www.gadgetsnow.com/tech-news/this-is-what-coai-has-to-say-on-fall-in-number-of-mobile-subscribers-in-india/articleshow/69446974.cms">5. This is what COAI has to say on fall in number of mobile subscribers in India</a> The Cellular Operators Association of India (<keyword id="6373028" type="UNKNOWN" weightage="20" keywordseo="COAI">COAI</keyword>) is attributing Airtel and Vodafone-Idea’s loss in subscribers to an increasing number of connections becoming inactive. The industry body says that it nothing to worry about since this will only yield better average revenue per customer. Why you should care: There may have been a decrease in subscribers for Airtel and Vodafone-Idea but Reliance Jio has shown a growth of 9.4 million users. While users loss of subscribers can be attributed to numbers that are no longer in service, there is a trend of users switching over Mukesh Ambani’s telecom network. <a href="https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/sameer-singh-to-join-bytedance-as-vp-monetisation-for-india-business/articleshow/69430292.cms">6. The company behind TikTok just hired a Vice President for monetisation</a> Former Group M employee, Sameer Singh, is now joining the ranks of ByteDance’s monetisation division as Vice President. At GroupM he was head of operations in South Asia and now, at ByteDance, he will be handing the their portfolio of mobile applications that are spread out across 150 markets. Why you should care: ByteDance’s plans for TikTok already include bringing ads onto the platform. The Chinese mobile app publisher has also announced plans to a launch a paid music streaming service in the country.

Today's top tech news: WhatsApp and ByteDance are looking for ways to make more money

<ul><li>As <keyword id="2421543" type="PERSON" weightage="20" keywordseo="Amazon-Prime-Music">Amazon Prime Music</keyword> announces the launch of its podcasts in India, we speak to Sahas Malhotra, Country Director, Amazon Prime Music, India.</li><li>He shares his game plan with us to beat the competitors, trends he expects to see in the podcast industry and monetization opportunities for creators.</li></ul>Amazon Prime Music is the latest platform to enter the podcast market in India. The streaming service announced this morning that it will be rolling out podcasts for free and will also offer its own original programming. The first set will include locally popular shows by creators including Jay Shetty, Cyrus Broacha, Neil Bhatt, Robin Sharma, Sadhguru, Anupam Gupta amongst others as well as international Amazon Originals such as The First One with DJ Khaled, Rolling Stone’s 500 Greatest Albums, Disgraceland for its users in multiple languages across motivation, business, technology, comedy, music, fitness and more. Podcasts will be available on the Amazon Prime Music app on Android and iOS, Web player and Amazon Echo devices. In an exclusive interaction with us, Sahas Malhotra, Country Director, Amazon Prime Music, India said, “We are officially launching Podcasts on Amazon Prime Music in India. This launch signals a further investment in entertainment, and a continued evolution of our service as a premiere destination for music and culture. We’re offering over 9 million podcast episodes at launch and will continue to grow the catalog post launch. With this launch, we are bringing locally popular shows along with global originals and exclusives for Prime customers at no additional cost. Today’s announcement is just the start. We’ll continue to add popular shows, announce new and exclusive podcasts examining music, entertainment, culture, history and much more.” Worldwide, Amazon Prime Music launched podcasts in the U.S., UK, Germany, Japan, Mexico and Brazil in 2020 and in Canada in Feb 2021. On whether COVID interrupted streaming services’ planning and delayed the launching process in India, Malhotra said they were able to stick to their plan. “The launch in India is as planned. In addition, in 2021 we launched several music features like Playlist Import, Car Mode and launched music programming in Assamese and Oriya; and we will continue to enhance the music as well as podcast listening experience for our customers,” said he. While podcasts have been around for a while India, it has seen an exponential growth in the last two years. According to KPMG, India is the third-largest podcast-listening market globally and is expected to be valued at INR 17.62 Cr by 2023, growing at a CAGR of 34.5%. Audio was also one of the most preferred mediums last year. As per eMarketer’s report from April 2020, 49% of users prefer using audio platforms like <keyword id="-77" type="UNKNOWN" weightage="20" keywordseo="Gaana">Gaana</keyword>, <keyword id="685487" type="COMPANY" weightage="20" keywordseo="Spotify">Spotify</keyword> and JioSaavn regularly. Spotify and Gaana launched their podcasts in 2019. Last month, Spotify also launched its first B2C campaign for podcasts and is working on increasing brand awareness for its new offerings. So, will <keyword id="11094361" type="UNKNOWN" weightage="20" keywordseo="amazon-prime-music-podcast">Amazon Prime Music Podcast</keyword> beat already established competitors like Spotify Podcasts, Gaana and JioSaavn? Malhotra is confident about the platform's timing. With the rising COVID cases, people are stuck at home and this uncertainty is making India anxious again. So, the audience is looking for content to learn more about self-love, discover something new, cope with anxiety or simply to entertain themselves. People are open to entertainment and even willing to pay extra for quality content. He said, “We think now is a perfect time to launch! We have the opportunity to accelerate the growth of podcasts, bringing them to even more customers and growing the overall pie – just as we did with the launch of music. It’s still early days for us, but as we continue to listen to customers and evolve, we are confident that over time, Amazon Prime Music will become the preferred service for podcast listening for Prime customers.” Prime members will have unrestricted access to over 9 million podcast episodes across popular genres. They will use direct communication channels to drive awareness for podcasts amongst their customers. For now, the platform did not share a B2C marketing plan with us. <cmsannotation type="cmsannotation" annotationid="Monetization opportunities" text="Monetization opportunities">Monetization opportunities</cmsannotation> Amazon Prime Music’s Podcasts will have pre-embedded ads added by either the creator or publisher, which cannot be changed at this point. Malhotra said, “We will offer new audiences for podcast creators, which means more listeners and more monetization opportunities. Amazon Prime Music offers creators the ability to grow their listening audience, which is one of the primary drivers of their ability to monetize. We pass through all their ads to listeners, enabling them to sell ads against a larger customer base.” Many other audio streaming platforms have started investing in Artificial Intelligence already to improve their machine learning capabilities, offer context targeting with dynamic ad insertions to their advertisers. Malhotra said that Amazon Prime Music spent more on listening to their users and getting the services they asked for first. “In building our podcast features, we worked backwards from what customers wanted and prioritized a better voice experience, including the ability to seamlessly switch listening from the phone to an Echo device with no device linking steps, and hands-free listening experience with Alexa for our mobile apps, as well as the ability to ask for specific show seasons and episodes by number or name. Whether listening on mobile, web, or on Echo devices with Alexa, Amazon Prime Music makes it easy for customers to find, start, and continue listening to podcasts throughout the day. Only with Amazon Prime Music can customers ask for the latest episode of their favorite show on Echo during their morning routine, resume playback on their phone while working out, and seamlessly move to their Echo device - just by asking Alexa,” shared Malhotra. In the first year of its launch, Amazon Music Prime will be focusing on increasing its adoption rate. “In 2021, our primary focus will be on driving podcast awareness and adoption amongst Prime customers. Also, increasing podcast selection, both local and global, and learning about podcast consumption behavior of our listeners in guiding us to better refine the experience will be our priority,” said Malhotra.

Amazon Prime Music launches podcasts in India 2 years after Gaana and Spotify; here's why it is still confident about its timing

<ul><li>According to an ET report, <keyword id="3820" type="PERSON" weightage="20" keywordseo="Mukesh-Ambani">Mukesh Ambani</keyword>’s Jio has slowed down its plans to acquire and produce original content for web series and films are pending management approval </li></ul><ul><li>Jio which also has plans to go public to raise money, is awaiting some fund flow before it can get into the business. </li></ul><ul><li>Jio’s content platform Jio Cinema is miles away in popularity from the reigning trio—Netflix, Amazon Prime and <keyword id="2739840" type="PERSON" weightage="20" keywordseo="Hotstar">Hotstar</keyword>. </li></ul><keyword id="6354504" type="DEFINITION" weightage="20" keywordseo="reliance-jio">Reliance Jio</keyword>’s plan was never to just sell data, but to take over the entire content universe. In fact, long before it launched in the 4G services, <keyword id="6355199" type="COMPANY" weightage="20" keywordseo="reliance-industries">Reliance Industries</keyword> was a part of a multi-layered deal between Network 18 and Enaadu TV, adding scores of movies, TV series along with news channels under its fold. Yet, it looks like its core telecom business has taken precedence over its plans to grow in the content space. According to an Economic Times report, Mukesh Ambani’s Jio has slowed down its plans to acquire and produce original content for web series and films are pending management approval. These plans are on hold until funds flow into this business. As content business is capital intensive, Jio which also has plans to go public to raise money, is awaiting some fund flow before it can get into the business. “The plans are ready and the teams are in place, but the hold-up is in the investments (into Jio) ,” sources told Economic Times. This is in spite of Mukesh Ambani’s statement at the annual general meeting last year. Their video consumption went up to 3.4 billion hours per month from 1.6 billion hours in 2018. “Doubling of these metrics at such scale is truly unparalleled. Our customers are actively engaged with us for more than 290 minutes per day on an average,” Ambani said at 2018 AGM. It is only natural that he brings this content viewership also home, into his own apps to create more value. But that dream is a bit far off. <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword>, Amazon &amp; Hotstar Jio has made few strides in the OTT space, after it acquired music app Saavn in 2018, and also saying that it would invest $100 million in it. The merged entity now has since been rebranded as JioSaavn, which claims to have 50 million songs in its kitty. Jio also has its own content platform, Jio Cinema which has movies along with TV series and clips. In spite of showcasing old TV series, movies and even new-age web series produced by AltBalaji, it is miles away in popularity from the reigning trio—Netflix, Amazon Prime and Hotstar. In addition, international content providers or OTT platforms are also going the extra mile to produce original India content, making it tougher for a newer Indian player to hold attention. These international players are putting money and star power behind their original content. While Netflix launched Leila starring Huma Quereshi in addition to ultra popular Saif Ali Khan-starrer Sacred Games and movies like Chopsticks which starred Abhay Deol, Amazon Prime too has spent millions on its new-age web show called Made in Heaven, Mirzapur after Four More Shots Please. Hotstar too launched its original series Hostages starring Tisca Chopra and Criminal Justice with actor Vikrant Massey. It is also doing an Indian version of popular US show The Office in Hindi. With this kind of money flowing into original content, delayed plans may affect Jio’s plans to have a lion’s share of digital offerings in the market.

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JioSaavn will now allow its users to access music TV channels and music video playlists on the app

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