Spotify is implementing limitations on features available to free-tier users in India. These changes, introduced years after the streaming service’s 2019 launch in India, will prevent users from manually selecting song orders and restrict functions like rewinding, scrubbing, or song repetition.
Since its initial launch, Spotify has provided a generous free-tier experience in India, allowing users to play songs in any order.
However, the company now believes that the Indian market has matured, prompting adjustments to its free-tier offering. These changes align the Indian free tier more closely with the one available in Brazil, as reported by Musically.
Despite being one of the top five countries in terms of monthly active users, India does not rank as a top market in the free-to-paid user ratio, as a majority of Indian users opt for the ad-supported model.
Spotify is also introducing Smart Shuffle in India, a feature that automatically suggests songs based on users’ preferences and the currently played song or playlist. This feature was initially launched for subscribers in March to enhance playlist recommendations.
An industry executive commented to TechCrunch that these changes represent a positive development and may lead the market toward a subscription-based model. However, it remains to be seen whether Spotify’s restrictions will encourage users to subscribe or consider alternative services.
Several industry players have moved in a similar direction. Last year, Tencent-backed Gaana transitioned to a paid-only model. Earlier this year, ByteDance-owned Resso discontinued its free tier in India, Brazil, and Indonesia.
In July, ByteDance introduced TikTok Music in Brazil and Indonesia, leading to the discontinuation of Resso in those markets. It’s worth noting that TikTok was banned in India, along with many other Chinese apps, in 2020.
