Gaana is all hype

The one truth about Gaana is that it has been built for advertisers to advertise. Why is it then that they are staying away?

Gaana has received good press, again. If you aren’t familiar with the company, Gaana is the oldest music streaming enterprise in the country. Incubated by Times Internet, which is owned by Bennett Coleman & Co. Ltd, one of the largest media companies in India, with a presence in print, television, radio and digital. BCCL is best known as the publisher of The Times of India, the largest selling English language newspaper in the country.

Last week, in a piece in The Wall Street Journal, Gaana claimed it has 152 million monthly active users, or MAUs. The metric refers to the total number of unique visitors who have visited a website or an app in the last month. It is popularly put out by content and social media companies to highlight the number of users who are actively using the service. Most social media companies, in particular, talk about MAUs first and revenue later. Gaana has increasingly been chatty about its MAUs. After all, 152 million active users is not a small number. Roughly the population of Western Europe or about 50% of the people living in the US.

Gaana’s latest MAU claim has sent shockwaves through the music streaming business.

A careful reading of the article will disappoint. It stopped short of any deep insight into the company, beyond the usual trope of a billion Indians coming online for the first time, and that they love listening to music. It’s worth exploring whether the company really has something going for it.

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Cover picture by Oleg Laptev on Unsplash.
Illustration by Swati Addanki.

Graphics by Pranav S.


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