A COMPARATIVE ANALYSIS ON

STUDENTS SATISFACTION
TOWARDS SPOTIFY AND WYNK
MUSIC IN KKC COLLEGE
 CHAPTER I
INTRODUCTION
The growth and upsurge in the milieu of technological applications has been
largely triggered by the dramatic escalation in the usage of internet,
smartphones, and persistent percolation of technologies in the ambit of e-
commerce. The eye-twitching technologies coupled with the consumers’
proclivity toward a more luxurious modus operandi has been a nifty driving
force for the emergence of such alluring transitions in the landscape of
consumers’ modus vivendi. In the past few years in a developing country like
India, the spontaneous proliferation in the domain of e-commerce and mobile
commerce has facilitated a plethora of hassle-free online applications such as
mobile apps, food apps, shopping apps, taxi hailing apps, and so on that has
been embraced by a huge proportion of Indian customers, thereby, bringing a
change in their behavioral trajectories. The implementation of 4G network, low
data cost, the juggernaut of technological innovations, the splendid
metamorphosis in the features of latest smartphones, blended with penchant of
Indian consumers in the quest for a more luxurious lifestyle has propelled the
demand in the usage of various music apps such as Gaana, Wynk, JioSaavn,
Spotify, Google Play Music, and so on. With the advent of music apps, a major
clod of Indian consumers have been instantaneously willing to use such
expedient services that are offered at free or minimal cost. The objective of
current research endeavor is to investigate the intrinsic motivations, perceptions,
and adoption mechanisms of users of music apps Spotify and Wynk music
Introductory Observations
Greater access to internet during COVID-19 has been an opportunistic tenet,
increasing the consumers’ reliance of digital platforms. By capitalizing on the
latest technological vantage points in the context of music apps, consumers are
enjoying the benefits of high-quality audio streaming services at no cost. It can
be safely asserted that consumers are done with the traditional modes of
listening to music in the form of CDs, cassettes, and MP3 player which came
with substantial cost and durability issues. The present age of digital revolution
has created an impeccable aura which the consumers are quick to respond and
usher into. Moreover, music apps serve the twin purpose of a low storage space
and easy access to audio streaming which includes innumerable number and
variety of songs which otherwise would have been impossible to store in a
smartphone or tablet given the storage capacity of the devices, thus, proving to
be a win-win situation. Thus, with such prolific amelioration in technology,
customers are unshackled of the traditional stranglehold of music listening.
According to the data published by Statista Research Department on April 23,
2021, there are five biggest players of music streaming app in India’s audio
streaming market: Gaana, JioSaavn, Wynk, Spotify, and Google Play Music,
followed by others. Gaana was perched with a whopping proportion of 30% in
the country’s audio streaming market share, followed by JioSaavn which
accounted for 24% while Wynk and Spotify reserved 15% each. Google Play
was at the fourth place with 10% and the rest making up for the available 6%.
Truth to be told, the Indian online audio streaming sector is said to be growing
in leaps and bounds in the forthcoming years. However, music is unmonetized
in India and thus, there lies a chink in the armor for all such music streaming
companies to experiment with advertisement supported as well as paid
streaming options (Srivastava, 2020). In 2020, Gaana showed that 85% of its
users listened to Indian pop music while Spotify showed that even a bigger
chunk of listeners stream international acts (Pavez, 2021).
    One of the arduous tasks for any academic researcher exists in augmenting
the current cognizant level of multiple factors which influences the adoption
and usage of music apps, in light of “technology acceptance model” (TAM),
where the crux objective is to probe into the motivations, preferences, attitudes,
and behavioral intentions (BIs) of consumers toward such technology or apps.
In the current research study, TAM has been modified to rejig the domains of
“subjective norm” (SN) and “COVID-19 exigency.” Albeit few researches that
have shown the blending of key components like “attitude–intention–behavior,”
here in the present research study, the emphasis should be on conventional
TAM with minor modifications.
 CHAPTER II
MUSIC STREAMING APPS
Listening to music has always been a vital part of our lives. From the long
waiting time of listening to our favorite songs on FM radio to on-demand music
streaming services, the sources of listening to music have undergone a
metamorphosis by traveling through various periods.
Music Streaming Services Market Overview in India:
 Revenue in the Music Streaming segment amounts to US$371m in 2020.
 Revenue is expected to show an annual growth rate (CAGR 2020–2024)
of 7.8%, resulting in a market volume of US$500m by 2024.
While the famous global players such as Spotify and Apple Music are trying to
find their footing in the market, local players like Wynk, Gaana, JioSaavan have
already attracted millions of users by offering a plethora of options from
Bollywood soundtracks to spiritual and regional music.
Complete comparative analysis of the three famous online music streaming
apps(Wynk, Spotify and Amazon Music) of India has been done in the below
sections.
According to Google trends of the last 12 months, Spotify has emerged as the
winner amongst these 3 apps for all categories of web search.
Airtel Wynk
Music is a feeling that touches souls and tends to elevate mood, motivate, get us
going, and be productive. Everyone has a music preference, and we hardly see
anyone disliking music. However, music as a creative talent needs a platform to
reach a large audience. So, what's better than the digital streaming platform of
the telco itself?
Envisaging the need for a Music distribution ecosystem for independent artists
and the potential of the Music Industry, Bharti Airtel, in August 2022, launched
Wynk Studio, India's largest music distribution ecosystem for independent
artists based in India and overseas.
Airtel Wynk Studio
Wynk studio will enable artists to launch their music and partner with them in
monetizing their music on various platforms. Wynk Studio will be an addition
to Airtel's digital products portfolio, which includes Wynk, Airtel Xstream,
Airtel Ads, Airtel IQ and others. So if you are an independent music artist,
Airtel Wynk Studio is your go-to platform to monetize your passion for music
and talent.
Wynk Rewind helps listeners with their Music history and artists to understand
users' music tastes.
Music, an Emotion
Music has no language barrier, as anyone will connect to a song's emotion. So,
if you are a budding artist or an experienced professional, all you need is a
platform that will help you reach millions of music fans. Thus, with Wynk
Studio, you have an all-in-one platform to get discovered, distribute songs and
connect with fans. In addition, you can stream your music to millions of fans
through Wynk Studio platforms.
Support for Independent Artists
Wynk studio plans to launch 5000 independent artists on the platform in the
coming months. This platform will help independent artists and bring unknown
talent to the limelight. The studio platform also provides independent artists
with three pressing music industry problems: Discovery, Monetization and
Analytics.
Support for Local Artists
Rs 100 crore is earmarked to promote local talent, with 300+ artists from India,
Singapore and the United States already signed and streaming on the platform.
How Wynk Studio Helps an Artist
Discovery: Wynk Studio helps artists launch their music on the Wynk Music
app and other platforms. Wynk Music, already topping the Google Play store
charts in the music category, is a favourite among music listeners, giving artists
access to a large platform.
Monetization: This aspect helps artists achieve a good number of streams within
the timelines, ensuring consistent earnings and progress in their music career.
Analytics: This is the best aspect as artists get access to know what streams well
with what kind of audience. These data analytics and insights will help artists
come up with commercially viable music tracks.
Insights from Music Consumption Patterns
Indians spend an average of 21 hours per week listening to music against a
global average of 18 hours. Moreover, about 30 per cent of the top-performing
songs across any music platform in India are today from independent artists.
Inferring the music trends, according to Wynk, independent artists are ready to
drive the growth of the Music Industry from around Rs 2000 crore to Rs 3000
crore by 2025.
Wynk Music and Studio 2022 Highlights
  The number of independent artists on the platform: 303, up 200% from
August 2022, when Wynk Studio was launched.
 Songs made by independent artists on the platform: 515
 Top Genres played: Indian Pop ceded space to World music
 Average hours spent on the platform per month: 110 hours with a daily
average of 3.8 hours.
 In the year 2022, Wynk also expanded the accessibility across platforms,
facilitating users to listen to their favourite songs on Android Drive
Mode, Android Auto, SIRI, Apple Car Play, Google Nest, Apple Watch,
and Google Assistant.

Pros:
1. Wynk is the first online music streaming app that I used in the early days
of 2015 after switching from the preloaded mobile music player
 applications. I was very happy to have an app where I could download
songs of my favorite recording artists attempt with the slightest of ease
without going to numerous third party music sites.
2. Wynk Premium subscription allows the user to stream and download
unlimited songs within the app. It also gives an Ad-free music listening
experience. It is available at Rs. 99 per month. It provides the option of
offline saving of the songs which is a very crucial feature in case of
internet unavailability. This helps in saving a lot of internet data and
making it a mobile data-saving application.
3. It provides the feature to follow your favorite artists, Internet Radio for
hours of uninterrupted music, free Sync lyrics for the famous songs and
manage all the music(including device songs) in one personal place with
a low frequency of ads in between. They also provide the options to set
Hello tunes and use voice search.
Cons:
1. I am a bit disappointed with the search page of its app. The section below
the search bar shows the top searched songs at that time which looks
quite distracting to me when I am searching for a different song.
2. When I tried searching for genres like country or metal, I was shocked to see
that there was no section in the app to listen to songs of a specific genre. I can
suggest that they need to improve their genre and playlist descriptions. For
instance, I saw a playlist named Urban Punjabi Tadka which did not make any
sense and looked more like a forced playlist.
3. Wynk makes the user scroll a lot which I found troublesome. They should try
to improve their graphics and user interface which avoids so much of
unnecessary scrolling and make it user-friendly. They should also work in
customizing playlists specific to the user.
4. I also experienced that when I try playing all the songs(both device and
Wynk downloaded) at once, only a few selected songs become part of the queue
and ignoring the rest of the songs. Sometimes, I need to download the songs
multiple times.
Spotify
Spotify exemplifies the new era of scaling a business. It launched a music-
streaming service in late 2008, surpassed 1 million customers in early 2011, and
today offers 248 million monthly active users in 79 markets access to more than
50 million songs and podcasts.
That’s technology-driven hypergrowth by anyone’s standard. Equally striking,
though, is the way Spotify has continued to innovate its offering, while adhering
to the enduring principles for growing and sustaining a successful business: Pay
attention to the customer. Find new ways to delight them. Use your comparative
advantage, doubling down on the things you are best at, and find good partners
to handle other work. Focus on scaling your culture even as you scale your
technology.
Those old truths may be even more urgent in the digital age. Streaming audio is
a competitive business, requiring fast product development, customer
understanding, and powerful tools for things like recommendation, music
discovery, and connecting people. Besides helping people find new music and
podcasts, Spotify helps artists connect with fans and collaborate with each
other.
Google Cloud is proud to support Spotify’s increasing diversification and
success. In 2016 we worked together to move 1200 online services and data
processing DAGs (directed acyclic graphs) as well as 20,000 daily job
executions, affecting more than 100 Spotify teams, from Spotify’s data centers
to the cloud. Today, Spotify’s customers listen to billions of daily plays of
music and podcasts leveraging Google Cloud’s global network.
By employing automated, developer-friendly services on Google Cloud,
Spotify’s teams could focus better on its core business, while gaining access to
services, like data analytics, on which it could grow.
“Google Cloud removes a lot of the operational complexity from our ecosystem.
That frees up time,” said Tyson Singer, vice president of technology and
platform at Spotify. “We can iterate quicker on key needs, like data insights and
machine learning. Having infrastructure managed for us, with the lower-value
details taken away, streamlines our ability to concentrate on what’s important to
our users and give them the experiences they know and love about Spotify.”
Spotify, not surprisingly, has a very engineering-driven culture, with almost half
of its staff focused on building, launching, and maintaining its products. With
major research and development offices in Boston, Gothenburg, London, New
York, and Stockholm, the size of its workforce matches the global scale of its
business. That requires a culture of collaboration and swift execution. In the
fourth quarter of 2019, Spotify reported 271 million monthly users and 124
million Premium subscribers, a record, continuing its history of global growth.
Effective data use that preserves customer privacy even as the services scale is
another core part of the process. Some of that increase is from a growing user
base, but even more is from effective understanding of the customer experience
on Spotify. The engineering brilliance that matches data-driven insights with
improved customer experiences is increasingly easier and faster on the cloud.
Robust building blocks that exist on top of core data storage, computing, and
network services help take away much of the backend hassle on the way to new
product creation. Spotify’s technology leaders point to the particular importance
of BigQuery, the Google Cloud data analysis tool, as well as Pub/Sub, for faster
software application development. Dataflow, for real-time and historical data
analysis, has also been particularly useful.
Much of that data goes towards solving the tricky issue of personalization in
new ways. Data privacy is at the core of Spotify’s development activities as it
seeks to offer music lovers new ways to find the sounds they love and connect
with artists. Podcasting, a recent groundbreaking effort, relies even more on
robust discovery to discern things like topics, creators, and user interest levels.
For artists, the ability to find and connect with fans, or work on new material
with other musicians, is another dimension of data-driven discovery. Artists on
Spotify have access to dashboards that let them gain knowledge about their fans
and other artists, which helps them make better-informed decisions about
everything from where to plan their upcoming tour to when to drop their next
release.
Ultimately, it is great user experiences that powers a business. In the past year
alone, the number of Spotify’s premium subscribers has grown by 29 percent.
The company credits growth in new markets, as well as innovative new
products, for the increase.
Underlying Spotify's growth is its commitment to experimentation and
innovation. Being able to go faster and to more efficiently test a wide spectrum
of new features and ideas means Spotify will be able to focus its DNA of
creativity and excellence on even more innovative experiences for its happy
listeners.

Pros:
1. The most attractive feature of Spotify is its graphics. I love the color
palette. It provides one of the best user interfaces amongst all these music
streaming apps. Its minimal layout and interface give it a classy look.
2. The search page is so well organized with separate sections for genres
that are missing from most of the apps. It provides the feature to listen to
numerous podcasts separating it from the other music streaming apps. For
instance, if I am interested in the genre pop, I can click on the pop tab and
explore the subcategories of pop. It provides the least amount of scrolling
and clicks to reach the destination.
Search page with separate Genre Tabs
3. It creates customized playlists for the user based on the songs which the user
has already listened to. Spotify annually provides the top songs and statistics of
the music that users listened throughout the year. It also allows the user to
follow artists and other users. Artists are also active here. Recently Spotify had
even launched an exclusive new Lover-themed playlist (‘Love, Taylor’) which
saw Taylor Swift revealing never-before-seen lyrics from the album via “audio
message love letters” each day up to release.
Cons:
1. Nowadays, the frequency of ads has increased a lot while playing music
in between which could irritate users at times when they are not using
Spotify Premium.
2. Syncing your device music can be a tiring and confusing process.
3. Difficult to find the history of songs that the user has listened to.
4. It’s a bit expensive in comparison to other apps and provides numerous
plans. The current premium plan for an individual is 119 INR/month.
Suggestion:
1. Sometimes I listen to a new song shared by a friend and then Spotify
starts recommending me new songs as per the genre of that song. What if
I do not like that genre, I would not like such recommendations. A feature
like Private Mode can be useful here. If I listen to songs that I do not
want to influence my further recommendations, then this feature could
come in use. In the below screenshot, the user can select the cross
button(left to like button) when she does not want that song to influence
her future recommendations.
Prototype for Private Mode
 CHAPTER III
OBJECTIVE OF THE STUDY
This project is based on comparing the usuage of spotify and wync music in kkc
college girls
Objective of the study are:-
1. To study the satisfaction towards spotify and wync music.
2. To know the consumers view towards the music app.
3. To know which category of music app is most preferred.
4. To study on various parameters on which app is best.
5. To know the preference of consumers towards music.