Spotify launches in-app rewards program for Indian listeners

Spotify is doing something interesting with its ‘Premium Mini’ subscription in India. That’s the short-term plan where people can pay seven rupees for a day of ad-free, offline listening, or 25 rupees for a week.

The new experiment is an in-app rewards program, and will offer discounts and other benefits based on people’s usage of Spotify. The first reward requires people to use Premium Mini for any 10 days in the next 30 days, and those who do will get their next week of Premium Mini for two rupees rather than 25.

Spotify’s senior product manager Szymon Kope? tweeted about the launch saying that while the rewards program is starting in India, it has been “built with Asia in mind”. He added that not every challenge will be the same after this first one.

It’s an interesting example of a streaming service testing this kind of gamified rewards program in a market where its subscription family is more flexible.