In a significant move for the Indian music streaming market, Bharti Airtel, India’s second-largest telecom provider, has announced the closure of its music streaming app, Wynk Music. Airtel users will now be seamlessly transitioned to Apple Music, marking a strategic partnership between the two companies.
Airtel confirmed the closure of Wynk Music, stating that all Wynk Music employees will be absorbed within the Airtel ecosystem. This decision will transition millions of Wynk users to Apple Music, bolstering the US-based streaming service’s position in India against competitors like Spotify, JioSaavn, and Amazon Music.
The move comes on the heels of a strategic partnership between Bharti Airtel and Apple Inc., which will grant Airtel users access to both Apple Music and Apple TV+ through premium Wi-Fi and postpaid plans in the coming months. This partnership also aims to onboard Airtel prepaid customers in the future, further solidifying Apple’s presence in the Indian market.
The decision to shut down Wynk Music is driven by the growing demand for premium content services in India. While music streaming has an audience of approximately 185 million in India, only around 7.5 million are paying subscribers, as per a Ficci-EY 2024 report.
This partnership will leverage Airtel’s extensive customer base and network infrastructure to provide Apple Music and Apple TV+ with a wider reach in India. With a growing appetite for high-quality video content, Apple TV+ aims to capitalize on the Indian market, currently available to iPhone, iPad, and Mac users for free. Android users can access the service through a subscription and via web browsers.
Oliver Schusser, Vice President of Apple Music, Apple TV+, Sports, and Beats, expressed enthusiasm about the partnership, stating that Airtel customers will have access to a vast catalog of world-class films, television shows, and music. The partnership signifies a strategic shift in the Indian entertainment landscape, positioning Apple as a key player in the growing demand for premium content services.
