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UMG Tests 72-Hour Exclusive Music Release
2 Aug
Summary
- New music to be exclusive to paid subscribers for 72 hours.
- Strategy mirrors Universal Music Group's China market success.
- Aims to increase paid streaming subscriptions in India.
Starting at the end of August, Universal Music Group (UMG) will implement a 72-hour premium release window for all its new music in India. This strategy, previously successful in China, aims to accelerate paid music streaming adoption.
New releases from UMG's major artists will be available exclusively to paid subscribers across all Indian streaming platforms for the first three days. Following this period, the music will then be accessible on ad-supported services.
UMG views India as a significant growth opportunity, noting its status as a massive market for ad-funded streaming with low paid user conversion rates. The company believes this premium window will improve artist compensation and develop the market.
Lessons from China, where a similar paywall strategy led to significant market growth and revenue increases, are being applied. The recent success of moving Indian Premier League cricket behind a paywall is also cited as evidence of premium content driving subscriptions.
