Guvera to take on top streaming services after milestone in India

Guvera, the streaming service that launched its beta version on the Gold Coast in 2010, is set to compete with market juggernauts like Rdio and Spotify after announcing it has acquired 2 million users in India since it launched in the territory.

Guvera launched in India two months ago with a focus on adding branded channels. It launched with 3 million additional tracks (adding to the to the 12 million available upon launch), and similar to other services, launched with a “programmed globally, tuned locally” approach, having partnered with companies such asNikon, Croma, Godrej, Cinthol, Harley Rock Riders and Kotak Bank.

Claes Loberg, Founder and Director of Innovation for Guvera, told TMN:“India is an important market for Guvera, so we are very pleased to see such rapid growth in the region. We are the first international streaming service to launch in India, and we did this in response to what we saw as a gap for free, legal music in this market. This has really paid off, the user growth numbers we are seeing are very positive.”

During the month of Guvera's launch in India Rdio acquired the then defunct Dhingana, an India-focused streaming startup, and this month announced its launch in another 24 countries, making Rdio the biggest streaming service globally in terms of territory dominance with 85 markets under its belt. However, during an interview with Music Week,Guvera’s global chief operating officer Michael de Vere said he has plans to expand Guvera into 20 new markets by June and become available in 100 markets by the end of the year – similar toRdio’s aspirations which were told toTMNby itsPresident of International Scott Bagby last week.

What does set Guvera apart however is its commitment to the ad-funded model, something Spotify has had success with in Australia. Spotify released research this week which showed 94% of its Australian free users believe it’s fair to be served ads in return for artist revenue and free access.

“Guvera are putting the consumer in charge of the advertising experience,” said Loberg in a statement. “Moreover, advertisers know that they are paying for ads that consumers want. We believe that Guvera is a platform for advertisers and brands to connect with a significant database of users, made possible with the help of Guvera’s innovative content-targeting algorithm.”

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. UK should be next on the list however; Guvera this week announced its acquisition ofUK music, video and ebook platform blinkbox Music from British supermarket giant Tesco.