Airtel, India's second-largest telecommunications carrier, said it has entered into a “strategic” partnership with Apple to bundle its Apple TV+ and Apple Music services for premium customers in India. As part of this, Airtel said it would discontinue its Wynk Music streaming platform.
Customers subscribing to Airtel's premium broadband and postpaid services will now get Apple TV+ and Apple Music services included in their plans, the Indian company said on Tuesday. “Wynk paying subscribers will get access to additional benefits,” Airtel said. The new changes are expected to be implemented later this year.
“We're thrilled that Airtel customers in India will soon be able to enjoy all the great content on Apple TV+ and Apple Music,” said Oliver Schusser, vice president, Apple Music, Apple TV+, Sports, and Beats. “With an ever-growing catalogue of the world's best movies, TV shows and music, there's something for everyone to enjoy.”
An Airtel spokesman said in a separate statement that Wink Music employees would be shifted to other parts of the Airtel business. Wink is part of a suite of free services that Airtel offers to its paid subscribers. The app also offers a premium plan with additional features.
“Airtel customers will continue to have access to music streaming services through Apple Music. Additionally, Wynk Premium subscribers will receive special offers from Airtel on Apple services,” the spokesperson added.
Airtel's decision to shut down Wink came as a surprise: the music player's popularity wasn't necessarily declining, but its growth had been slowing. Wink Music accounted for about 5% of all music app downloads in the quarter ending in June 2018, according to brokerage UBS. That figure rose to 8% in the same quarter this year, indicating modest growth rather than decline. In Asia-Pacific, Wink Music had about 20% market share in terms of downloads, according to Deutsche Bank.
But Indian music companies have struggled in recent years against international competitors such as Spotify and Apple Music, global platforms that offer streaming services in India for just $1.2-1.3 a month.
Times Internet has sold Gaana, the music streaming service that raised more than $200 million, to a subsidiary for less than $30,000.
Airtel and its main rival Jio are aiming to attract high-value customers in India by expanding bundles of content and services tied to their data plans. The two companies offer a range of packages that include access to multiple streaming platforms as well as education and health services.