Gaana continued to thrive in the growing audio and music streaming market. As artists and businesses increasingly turn to digital audio and music streaming platforms for podcasts and music distribution, Gaana has remained a significant player. Here’s a comprehensive guide to how Gaana work and how it makes money: Gaana business model explained.
What is Gaana?
Gaana is the Indian largest streaming service with millions of monthly users. Launched in 2010 by Times Internet, the music streaming platform provides both Indian as well as international music content.
The entire music catalog can be accessed by users globally. It features music from more than 21 Indian languages, including Hindi, Bhojpuri, English, Bengali, Assamese, Gujarati, Marathi, Kannada, Punjabi, Urdu, Odia, Maithili, Tamil, Telugu, and other regional languages.
Gaana enables users to create their own playlists publicly, which can be seen by other users as well. Users can view their favorite playlists and enjoy the same at their convenience. The music streaming company launched its mobile app to support all popular operating systems like iOS, Windows, and Android.
More than 45+ million songs are streamed on the platform. Recently Gaana, once India’s top music streaming software valued at $580M with 200M+ users, was sold for a mere ₹25 lakhs (~$30,000) to Entertainment Network India Limited (ENIL). Despite substantial backing from Times Internet and Tencent, the platform struggled financially, with revenues dropping 80% in FY24 to ₹12.5 crore.
A failed merger with Airtel Wynk led to the distress sale. Post-acquisition, ENIL placed Gaana entirely behind a paywall, doubling subscription fees to ₹599. However, this move saw a 25% drop in ENIL’s operating revenue and ₹5.45 crore in losses.
In December 2024, Mahindra & Mahindra announced a partnership with Gaana to integrate seamless audio streaming into its upcoming electric SUVs, the BE.06 and XUV.e9. This collaboration brings Gaana’s music and podcast library directly to the vehicles, enhancing the in-car entertainment experience.
The move aligns with Mahindra’s vision for smart, connected EVs, offering drivers and passengers an enriched audio experience while showcasing the growing importance of digital content integration in the automotive industry.
How Does Gaana Work? Step-by-step Flow
Gaana has made it easier and more comfortable for users to keep listening to their favorite tracks at their convenience. They are allowed to use the platform even when they don’t have an internet connection. The platform has launched the “Smart Downloads” feature that automatically downloads a user’s preferred tunes based on their listening preference. Gaana Plus users can easily leverage this feature on iOS and Android platforms.
Before, if you want to try the Gaana app and experience its working and features, you have to download them. But now, the app works perfectly without needing to download it on your device. This music streaming app will show you a complete list of songs; you can even play any of them as per your choice; that’s also completely hassle-free. Check how does Gaana work to offer the best streaming experience to the customers.
Language Selection
When you are using the Gaana platform for the first time, you are asked to select the language of your choice. You can choose from different options available like English, Hindi, Tamil, Bengali, Gujarati, and many more. Once after finish the selection process, click on the “Apply” button.
Registration
Users can follow a quick registration process to become a member of the streaming platform. Click on the Login available at the top right corner of the Gaana website. You can also register using Google, Facebook, or Phone Number.
If you choose to go by Phone or Email, you have to enter all the essential details on the Sign-up page. Enter your email ID, name, password, DOB, select gender, and terms & conditions. Tick on the reCaptcha option to generate OTP.
Sign In
You can simply sign in to the Gaana platform by entering the email in the required field. Once you enter the details, click on the arrow and enter a password to log in successfully to the platform.
Home
You can search for music content as per “Top Picks“, “Trending Songs“, “Top Charts“, “New Release“, “Featured Artists“, “Popular in Hindi“, “Gaana Video“, “Bollywood Hip Hop” and much more as per your convenience.
Sound Quality
Users can choose different sound qualities at their convenience on the music streaming platform. They can choose from “HD”, “High”, “Medium”, and “Low” quality.
Browse
Gaana enables users to browse or search music streaming content right away. They can search by entering the content type in the search bar. Options such as “Top Albums“, “Top Songs“, “Top Playlist“, “Latest Playlist“, etc., make it easier for platform users to make the best choice easily and speedily.
Discover
Users can discover content according to different selections including “Romance“, “EDM“, “Kids“, “Dance“, “Stars“, “Workout“, “Festival“, etc.
They can enjoy the music streaming service as per different stars, a different category including “January Stars”, “February Stars”, “March Stars”, “April Stars”, etc.
Radio
Radio content includes “Mirchi Play” and “Gaana Radio“. Users can enjoy “Party Hits“, “Chill Music”, “Bhakti“, “Happy Feels“, and much more as per their taste or mood.
Create Playlist
Click on “Create Playlist” to create the playlist to enjoy it anytime and from anywhere. Enter the name of your choice of the playlist that you want to create and click on the arrow that is visible to you to complete the work.
My Music
Here you can view the playlist that you have created; you can also explore your favorite playlist easily with a few clicks on Gaana. It makes it easier for you to enjoy your choice of content whenever you wish to enjoy it.
Podcast
Gaana provides you with the “Podcast” category, making it easier for you to stay updated with the latest news by exploring different channels such as “NDTV Hindi News“, “Big Story News“, “Global News Podcast“, etc.
You can also enjoy “Top Stories” like “Raav”, “Kahani”, and many more. Gaana even always lets you enjoy the best stories, including “The Sunshine Project”, “Josh Talks”, etc.
India’s Music
You can enjoy India’s music by “Selecting Your City” from the available options. Once you choose your city, you will be provided with music content accordingly.
Add Favourite
You are allowed to add any music or song as your favorite one. Click on the “Heart” shape to add it to your “Favourite Songs” list.
Go Ad-Free
You can choose to enjoy the content ad-free. Click on the “Go-Ads Free” available in the top right corner of the screen. Now choose to pay with “Credit/Debit Cards” or “Paytm Wallet”. Add all essential details and click on the “Make Payment” option.
Go Gaana Plus
You can choose the “Go Gaana Plus” option to enjoy all the premium features of the Gaana platform. Select from different options such as 1 Month Gaana Plus (₹ 99), 1 Year Gaana Plus (₹ 599), 1 Year Student Pack (₹ 199), 3 Month Gaana Plus (₹ 199), and 1 Month Gaana Plus (₹ 99).
Change Theme
You can switch between the “On” and “Off” options to change the theme of the platform as per your choice. It makes it easier for you to choose the music streaming platform theme as per your need.
Profile
You can check your profile along with subscription details. Here you are also provided with the “Upgrade Now” button, helping you to upgrade the subscription plan and enjoy premium features as well.
Settings
Click on the “Settings” option to make all the essential changes such as “Language”, “Queue Management”, “Connected Device”, etc.
Logout
If you feel that there isn’t further use of the “Gaana” platform, you can click on the “Logout” option to leave the platform successfully.
How Gaana Makes Money?
Gaana is one of India’s largest music streaming platforms, offering a vast library of songs, podcasts, and other audio content. Its business model operates on a freemium strategy, with multiple revenue streams. Here’s a detailed look at how Gaana works and generates revenue:
Freemium Model
Gaana offers both free and premium (Gaana Plus) plans:
- Free Tier:
- Ad-supported streaming for users who don’t pay.
- Limited offline downloads and standard audio quality.
- Ads (audio, video, and banner) serve as a primary revenue stream.
- Premium Tier (Gaana Plus):
- An ad-free listening experience.
- High-definition audio quality.
- Unlimited downloads for offline playback.
- Monthly or annual subscription fees contribute to the platform’s revenue.
Advertising
Gaana’s free tier relies heavily on ads for revenue:
- Audio and Video Ads: Advertisers pay to reach millions of active users through targeted campaigns.
- Programmatic Ads: These leverage user data to serve personalized ads, improving effectiveness and revenue.
- Brand Partnerships: Sponsored playlists, banners, and in-app promotions provide brand visibility to Gaana’s audience.
Licensing and Partnerships
Gaana licenses content from music labels, artists, and creators, offering them a platform to distribute their music. In return, revenue is shared through agreements, creating a win-win situation.
Data Monetization
With millions of users, Gaana gathers valuable data on listening habits and preferences. While maintaining privacy, it can leverage aggregated data for:
- Audience insights sold to brands and advertisers.
- Improving targeted advertising campaigns.
Content Syndication
Gaana collaborates with telcos, app developers, and OEMs to integrate its service into their ecosystems. These partnerships can include:
- Pre-installed apps on smartphones.
- Bundled offers with telecom subscriptions, increasing user base and revenue.
Event and Artist Promotion
Gaana offers promotional packages for artists, record labels, and event organizers to boost visibility. This includes featuring songs on top playlists or homepage placements.
Podcasts and Original Content
Original podcasts and exclusive audio series create unique content that drives user engagement. Gaana can monetize this through subscriptions or ad placements within the content.
International Expansion
While Gaana primarily focuses on India, it also caters to the global Indian diaspora, opening avenues for international subscriptions and ad revenue.
Revenue Streams
- Subscription fees from premium users.
- Advertising revenues from free-tier users.
- Brand partnerships and sponsorships.
- Revenue-sharing deals with content creators and labels.
- Licensing fees and data monetization.
This multi-faceted Gaana business model helps to maintain a stronghold in the competitive music streaming industry while continually exploring new monetization opportunities.
Summing It Up
Gaana has successfully carved a niche for itself in the competitive music streaming market by offering a vast library of over 30 million songs in multiple languages, appealing to a diverse audience. Whether through its free, ad-supported tier or the premium subscription with enhanced features, Gaana has mastered the art of delivering high-quality music and podcasts while creating sustainable revenue streams.
For anyone considering the potential of music streaming platforms, Gaana’s business model serves as a valuable example of how to balance user experience, content variety, and monetization. Whether you’re a music lover, content creator, or business looking to build a streaming platform, understanding Gaana’s operations can provide key insights into the evolving digital entertainment landscape. Ready to create your own music streaming platform? Contact us at sales@alphansotech.com and let our team help you bring your vision to life with a custom-built, affordable solution.
FAQs: How Does Gaana Work?
What is the business model of Gaana?
Gaana operates on a freemium business model. It offers both a free ad-supported tier as well as a premium subscription plan. Revenue is generated through subscriptions, advertising, and licensing deals with music labels and content creators. Gaana also benefits from partnerships with telecom companies and brands for exclusive promotions and collaborations.
How does Gaana make money?
Gaana generates revenue through its freemium model. It offers ad-supported streaming to free users and generates income from ads. Premium users pay a subscription fee for ad-free listening, offline playback, and higher-quality audio streaming. Additionally, Gaana earns through licensing deals with music labels, partnerships, and brand collaborations.
Is Gaana available outside India?
While Gaana primarily caters to Indian users, it is also accessible to the global Indian diaspora, allowing users from other countries to enjoy the platform’s content.
How can I build a music streaming platform like Gaana?
If you’re looking to create your own music streaming platform like Gaana, our team at Alphanotech can help you with custom, affordable solutions for your app or website. Contact us at sales@alphansotech.com for more details.
Does Gaana offer podcasts?
Yes, Gaana includes a wide range of podcasts in various categories, including entertainment, news, education, and more, providing users with additional audio content beyond music.
How much does it cost to create a music streaming app like Gaana?
The cost to develop a music streaming app depends on various factors, including the complexity of the features, the platform (iOS, Android, or both), and the level of customization required. On average, the development cost can range from a few thousand dollars to several hundred thousand dollars. It’s essential to work with a development team that can create a tailored solution within your budget.