Streaming services are booming in India. A rise in mobile data consumption has given birth to a cord-cutting generation that now relies majorly on the internet for their music and movie needs. Around two dozen streaming services are operating in India and according to an EY report, Indian spending on digital subscriptions grew by 50 percent to Rs 3.9 billion in 2017 which is estimated to hit Rs 20 billion by 2020. Most of these services don’t have Indian roots. Services like Apple Music, Amazon Prime Music and Netflix are American. Their algorithms and recommendations are more suited towards the American and European audience. If people in the West look for the album or the genre to choose their music, Indians sort their music based on the movie it was used as part of the soundtrack. The difference is big, but these streaming giants have a guardian angel — Gracenote.
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