Music streaming app Gaana has launched a new video feature ‘Gaana Stories’, which enables users to see short-video content showcasing snippets of artists and influencers on the app.
In a press statement, Gaana claims to be the only music streaming platform in the entertainment industry to showcase this new video stories feature. For this, the music streaming platform has partnered with music labels and artists to feature engaging stories to promote the latest or trending songs.
However, Gaana made forayed into visual content for the first time by adding music videos to its audio-led experience in April 2019. Currently, Gaana has more than 125 Mn monthly active users and the platform offers more than 45 Mn songs across Bollywood, International and 30 Indic languages, including Hindi, Telugu, Marathi, Kannada, and Punjabi among others.
Sharing the growth story with Inc42, Gaana CEO Prashan Agarwal had earlier said that the number of music streaming users has increased from 30 Mn in 2016 to 150 Mn in 2018. Out of 150 Mn total music listeners in India, Gaana has been able to capture about 66% of users, he added.
Founded in 2010, Ganna has come a long way from where it all started. In February 2018, it also raised $115 Mn from Tencent and Times Internet.
Gaana Reeling Stories Backwards
Interestingly, Gaana is not the only one to have launched the short video feature on its music streaming platform. In 2018, Spotify had started the beta testing of its vertical looping video platform called ‘Canvas.’ Initially, a lot of artists showed interest in the new feature developed by Spotify, but soon the users began criticizing the video feature as it consumed a lot of data and people generally used the app for listening to music.
The Indian music streaming market has become a battleground for both domestic and local players, like YouTube Music, JioSavaan, Aitel Wynk, Spotify and others, and they are all trying hard to retain their position in the market. Personalised recommendations, ad-free subscription, premium subscription and hand-curated playlists are some of the features these players are offering.
Recently, Gaana launched an exclusive lineup of original podcasts and shows to take on its rivals. The platform hosts more than 3K diverse shows and podcasts in multiple languages. Last week, Gaana partnered with San Francisco-based voice dialogue marketing platform, Instreamatic, to enable advertisers to offer interactive voice dialogue ads both in India and globally.