Bharti Airtel has decided to discontinue its music streaming app, Wynk Music, in the coming months. According to reports, the company will integrate all Wynk Music employees into its other operations as part of the transition. This announcement coincides with Airtel’s new partnership with Apple Music, which aims to offer exclusive benefits to Airtel customers using iPhones. Despite earlier plans to monetize Wynk Music through subscription models, advertising, and leveraging the creator economy, the initiative did not achieve the desired results. Wynk Music, which provides various subscription options including a free ad-supported version and premium plans bundled with Airtel’s mobile and broadband services, will cease operations as Airtel focuses on new strategic partnerships. The Indian music streaming market remains highly competitive with numerous players, including Times Group’s Gaana, Reliance’s JioSaavn, and global giants like Apple Music, Spotify, Amazon Music, and YouTube Music. The sector faces significant challenges such as licensing issues and price competition. Recently, Gaana was sold to Radio Mirchi for a mere Rs 25 lakh, and there were previous discussions about a merger between Airtel Wynk and Gaana that did not materialize. Additionally, YouTube has increased the price of its ad-free Premium family plan to Rs 299 per month, up from Rs 189, reflecting broader trends in the digital subscription market.
