Bharti Airtel has announced the impending shutdown of its music streaming service, Wynk Music, which has been operational since 2014. The decision comes as part of a strategic shift towards a partnership with Apple, aimed at enhancing entertainment options for Airtel customers. The closure of Wynk Music is expected to take place
within the next few months, with the company confirming that all employees associated with the service will be absorbed into other roles within the Airtel ecosystem.
Wynk Music, which boasts over 100 million subscribers, offered various subscription plans, including free ad-supported versions and premium options bundled with Airtel’s mobile and broadband services. Despite its large user base, the service struggled to monetize effectively in a competitive streaming landscape dominated by global players
like Spotify, Apple Music, and local services such as Gaana and JioSaavn.
The partnership with Apple will allow Airtel customers to access Apple Music, with Wynk Premium subscribers receiving exclusive offers as part of the transition. This collaboration is seen as a strategic move to leverage Apple’s established presence in the music streaming market, which Airtel found challenging to penetrate profitably.
Industry experts suggest that the decision to discontinue Wynk Music reflects broader challenges in the Indian music streaming sector, where monetization remains low due to a preference for free content among users. Airtel’s previous attempts to merge Wynk with other platforms also failed, highlighting the difficulties faced in this segment.
As Airtel pivots towards offering Apple Music and Apple TV+ to its subscribers, the company aims to enhance its content offerings and improve customer experience in the competitive digital landscape.