Australian streaming start-up Guvera hits 10m users

The music streaming servicewhich launched in Beta on the Gold Coast in 2010, has reached a milestone of 10 million users.

Over the past 22 weeks, Guvera has welcomed 35,000 users a day, growing it from 1.5 million users in October 2014, to 10 million users today.

In 2014 Guvera launched in India with a focus on adding branded channels. The territory now has 3 million users. Brands including online fashion retailer the Iconic and travel company Contiki have partnered with Guvera offering users exclusive access to their playlists, offers and content.

Darren Herft, CEO, Guvera Limited has attributed the service’s branded channel ad-funded model and its "programmed globally, tuned locally" approachas thereasons behind the new milestone.

"The success of Guvera’s international expansion can be put down to our product that is adaptable across different markets, but tuned to suit the tastes of local users," Herft told TMN."In each territory Guvera’s music is hand curated by staff, ensuring it is relevant and engaging for the audience.We also partner with local music labels, as well as leverage our strong relationships with global music labels. This ensures our customers get the best access to music, and our commercial offering remains strong."

“Branded channels are a great example of how users are able to engage with brands in a less disruptive manner,” said Herft in a statement. “Guvera is putting the consumer in charge of the advertising experience."

Guvera’s other partnerships include Nikon, Croma, Godrej, Cinthol, Harley Rock Riders, Kotak Bank and a global agreement with PC company Lenovo to see the Guvera app pre-loaded onto Lenovo smartphones and tablets across the 160 markets in which Lenovo operates. Guvera said it is in negotiations with “several more” companies about global partnerships.

The announcement follows Guvera’s acquisition of UK music, video and ebook platform blinkbox Music from Tesco in January, which brought with it 2.5 million registered users.

Guvera is currently available in 20 markets but is yet to expand into the UK and western Europe, where Spotify and Deezer have a stronghold.