5/18/2023 0 Comments Anchor spotify podcast![]() In some markets, we’re mostly focused on growth. “In some markets, we’re selectively increasing prices because we’re in a more mature place. Last year, Spotify said subscribers could expect price hikes in 2023 in markets like the US. Other senior executives in the region’s sales function include former Google and Facebook executive Arjun Ravi Kolady, who leads India sales for Spotify, and a former ByteDance vertical lead Sanketh Garimella, who is account director of sales. In January, former Twitter India business head Neha Sharma Katyal joined Spotify India as director of sales, as per a LinkedIn profile update. The company in India aims to use ads to further its audio and brand storytelling, create more original content, drive podcasts and continue to sustain partnership-based subscriptions, he said. The company has used product finetuning and increased payment options like adding the popular Unified Payments Interface ( UPI) to its platform to drive user numbers in India.īatra, who joined Spotify in 2018 after nine years as chief executive of online classifieds platform OLX India and Southeast Asia, said: “We are ramping up ad sales because post-Covid, there are more people on ground going out to sell … At the same time, our premium business is also growing very well.” India is among the top five markets for Spotify in terms of user base and engagement, Batra said. In January, while reporting its fourth-quarter results, Spotify said it had 489 million monthly active users, up 20% from a year earlier, and highlighted growth in India and Indonesia. While Spotify has been adding users, losses for the NYSE-listed audio company have sustained due to heavy investments in podcasts. It generated 14% of total revenue from advertising for the fourth quarter last year. Spotify has been pushing ad revenue worldwide as a growth engine. As much as 90% of its revenue worldwide comes from these paying users. Spotify has managed a 50:50 revenue ratio for subscription and advertising locally, which is starkly different from its global mix which has traditionally skewed towards paying users.
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