Universal Music to gate new releases behind 72-hour premium window in India
From late August, Universal Music Group will make major domestic and international releases premium-only for 72 hours in India, testing a China-inspired strategy to convert listeners in a market dominated by ad-funded streaming.
Universal Music Group will make major domestic and international new releases premium-only for 72 hours in India from late August, seeking to raise paid streaming conversion in a heavily ad-funded market.
Why this matters
No related recent signals are listed, making the India premium-window test the first tracked indication of Universal Music Group using release timing to drive paid streaming conversion.
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