India-based JioSaavn, which claims to be “the largest streaming service for South Asian music and audio entertainment”, has launched JioSaavn Pro Rewards, a series of lifestyle deals for JioSaavn Pro subscribers.
According to a statement from JioSaavn, the introduction of Pro Rewards was “designed to further augment significant JioSaavn subscriber growth” – a plan that appears to be working very well so far.
Although JioSaavn hasn’t divulged its exact subscriber number, the company claims to have grown its paying subscriber base 4x from early 2019 to now.
The company adds that its data shows that a beta version of Pro Rewards, which offered discounts on live music and concerts in 2019, is partially responsible for the uptick in subscriptions.
Last year, we learnt, from sources close to JioSaavn, that the company had 104m Monthly active Users (MAUs) as of April 29, 2019.
At the time, those same sources claimed this figure was enough for the platform to stake its own claim as ‘India’s largest music streaming service’.
For Pro Rewards, JioSaavn has collaborated with businesses like Sarva Yoga, 1MG, cure.fit and HealthifyMe and the new feature includes an in-app dashboard on the homepage for users to redeem deals.
The rewards for the month of May are worth Rs 2,350, states JioSaavn, which charges Rs 399 per year for a Pro subscription.
Lifestyle benefits available in the app now for JioSaavn subscribers include: three free months of Live At Home Yoga classes with SARVA Yoga; a month’s subscription plan valued at Rs 799 from digital nutrition and fitness service HealthifyMe; unlimited e-consultations with doctors and specialists for Rs 199 per month (Rs 599 value) on 1MG; and a 25% discount on e-consultations with Care.fit doctors and specialists.
JioSaavn goes on to claim that Pro Rewards “is a first for the music streaming industry, marking a characteristically bold move that pushes the boundaries on what is expected of a music streaming platform”.
It adds that “with high engagement and redemption rates already being tracked, the new offering could end up setting a new precedent”.
“The growth of our subscriber base year-over-year is driven by our relentless focus on improving the value proposition of our paid subscription product.
Mihir Shah, JioSaavn
Mihir Shah, Vice President of Consumer Revenue, JioSaavn, said: “The growth of our subscriber base year-over-year is driven by our relentless focus on improving the value proposition of our paid subscription product.
“We want a JioSaavn Pro subscription to add more value to our users’ lives beyond just ad-free and offline listening, which is the industry standard for music streaming subscriptions.
“We are uniquely positioned to provide a 360 degree experience that merges lifestyle and music for our users globally. At the same time, we can spotlight and support modern businesses through an economically challenging year.”Music Business Worldwide