Big Chunk of Airtel Subscribers on Wynk Music Regional Music Becomes Driving Factor on Wynk Music Bharti Airtel has also asserted that the increasing prominence of regional music emerging as the next powerhouse, is also to be contributed to this rise in daily active users (DAUs). The Sunil Bharti Mittal led telecom operator has also noted that while the Bollywood and International categories remain the two largest ones between the subscribers, the regional category is the one witnessing the fastest growth. The consumption of regional music has grown 75% in recent times, as per Airtel. This has also to do with the increasing adaption of smartphones and mobile internet in tier 2 and tier 3 regions of India. This population was previously using the means of piracy to load songs into their phones, but that is not the case anymore as they can get the regional music of their choice on the Wynk Music app itself. 14 and More Regional Languages on Wynk Music As per Adarsh Nair, “Regional content is clearly the new HERO as more users come online and look for content that is relevant to them. We aim to invest disproportionately for further expanding our regional content library and work with local artists to bring them to the online world of music.” Wynk boasts of a library of music content which comes in 14 Indian languages, and regional songs now account for 26% of the overall 3 billion-plus monthly streams on the app. Some of the languages like Assamese, Marathi, Telugu and Bhojpuri have seen 150%+ growth and are also popular outside the home states as well. Interestingly, Bhojpuri music is also seeing strong uptake amongst youth, for example, youngsters in Delhi.
