Swinging with the music: Spotify driving critical changes in the market

In August, about 18 months after its entry in India, a Spotify listener spent an average of 97 minutes on the app, almost ten times more than any other streaming music brand

Korean Pop, or K-Pop, is a lot like the peppy item numbers in Indian films. Not surprising, then, that India is among the top consumers of K-Pop on Spotify, one of the world’s largest audio streaming platforms. Apart from that, listeners are spending record time on a mix of independent artistes (Raghav Meattle, Ritviz, Prateek Kuhad), languages (Hindi, Tamil, Punjabi, English et al) and lots of podcasts (The Ranveer Show, Gita for the Young and Restless etc). In August, about 18 months after its entry in India, a Spotify listener spent an average of 97 minutes on the app, almost