Growth Strategy
Turning free listeners into Premium payers
A plan to get 18 to 24 year olds onto Premium, without cutting the price.
69%
call Premium expensive
70%
unaware of student plan
75%
tolerate ads comfortably
Problem to impact
Problem
Users think Premium is expensive, but the real issue is they don't know the cheap plan exists.
Research
Surveyed users, checked the market size, compared JioSaavn and YT Music.
Fix
Promote the ₹59 student plan harder. Add a cheaper ₹29 weekly option.
Impact
Roll it out over 12 weeks, testing with a small group before going wide.
R
Raju, 22, Delhi
Listens during his commute, doesn't mind ads, but watches every rupee.
What I found
- I decided not to touch pricing or redesign the app. The data pointed somewhere else.
- Compared three ideas: awareness ads, a cheaper plan, and free trials for heavy users.
- Went with awareness plus a cheaper plan. It fixes both problems without cutting revenue.
Impact
A focused plan that fixes the real problem instead of just cutting the price.
Snapshot
- Company / Product
- Spotify India
- My role
- Product strategy note
- Timeframe
- NextLeap PM Program
More work