This was very much the case in my own country (Sweden), too, which was the No. That obviously impacts the monetization levels that we can get relative to some other markets. Yes, it’s very much a ‘free’ market, and it is the only market in the world where we have such an extensive free-on-demand service offering (Spotify offers free music for a month other than an ad-supported model in India). The Indian market is known for users who like to access music for free. I’m just super excited about the region, and I hope to be able to visit in person early next year. We will invest for as long as we need to in order to succeed in India. We’re going to be long-term about India this is not something we’re going to try for a quarter or a year, and then, if we don’t get the results that we want, we’ll stop investing.

However, it is my belief that India will be a massive part of the Spotify business if you fast-forward the next five to 10 years. It’s still early if you think about the impact India has on the overall Spotify business. It’s a market I keep very close track of, and we’re feeling really good about the progress we made (here) in 2022 and where that sets us up for 20. If you want to be the most accessible audio service in the world, you should continue investing in a market like is a key priority of ours to really succeed in India. It’s a very big priority for us in the long-term obviously, because it is the most populous country in the world. How much of a priority is the Indian market for you? Is there an estimate on how much it’s growing, especially in terms of paid users? In an interview soon after its earnings release, Spotify founder and chief executive officer Daniel Ek spoke on why India needs a long-term focus and the company’s struggle with paid subscriptions.

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