Apple Music is the latest service to slash prices in India

Apple Music has cut its prices in India, following the price cuts of local streaming services JioSaavn and Gaana. Apple Music is now offered for 99 rupees ($ 1.43) per month, less than 120 rupees ($ 1.73) per month.

While many establishments report that the price cut is a direct response to the recent launches of Spotify and YouTube Music in India, this is only part of the story. There are several transmission services specific to India that are incredibly popular in the country, such as JioSaavn and Gaana. These companies are already established and have tens of millions of users. Gaana, in particular, has 80 million users, which is approximately half of the active music streaming market in India.

Two weeks ago, JioSaavn quietly offered a promotion that reduced its price, reducing its annual rate from 999 rupees ($ 14.44) to 299 rupees ($ 4.32). Many lost it because the company only announced the discount to a part of its user base. At that time, a representative of JioSaavn told The Verge : "We often do several limited-time promotions based on a specific segment of our user base that we want to reach. The discount is technically available to everyone, but we only publish it within the specific user group for which it is designed. "In response, Gaana made its own promotion to match JioSaavn, reducing its annual rate from 1,098 rupees ($ 15.87) to 299 rupees ($ 4.32). Both services left the price of monthly subscriptions at 99 rupees ($ 1.43).

These two promotions were probably stimulated by Spotify and YouTube Music, entries in India, and now, Apple Music is Since Apple Music does not offer annual subscriptions in India, it can not compete at that level, so its only option is to reduce the monthly fee, now it matches the prices of local players and YouTube music, and this also makes it cheaper than Spotify's monthly plan in India, which costs 119 rupees ($ 1.72).

India is a market that is known as the "sleeping giant" of music, with the world second largest merc Smart phones and the falling data rates that make millions of new people subscribe to online services every month. While the customer base for broadcast services in India is growing exponentially, subscription revenues for these services do not increase at the same time. Less than 1 percent of music streaming subscribers pay for an independent subscription in India, and about 14 percent pay for music through an included subscription (such as Amazon Prime or through a mobile contract).

Those in India pay for the music Transmission does not pay much compared to other countries, and now they are paying even less. It seems that all these new entrants into the growing market of the country are creating a race to the bottom in an effort to establish India's new order in the transmission of music.

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