In July we wrote about the launch by Indian streaming service Gaana of ‘HotShots‘, a TikTok-style short-video feature built in to its service. Now Gaana’s biggest rival in India, JioSaavn, is making its own move through a partnership with Triller.

“JioSaavn will soon be embedding Triller into the streamer; front and centre,” claimed the latter’s announcement of the deal.

“When any music video is watched within the JioSaavn streamer it will automatically be a Triller music video, which will exponentially grow Triller’s users and usage. Furthermore, JioSaavn’s streamer will have a prominent button to ‘Make a Triller Video’ on the main screen of the platform.”

Triller’s executive chairman Bobby Sarnevesht hailed the deal: “Becoming the backbone music video streamer of JioSaavn as well as such a prominent position within its app, is an unparalleled honor. We will make sure to provide its 300M users with unparalleled and best of class service,” he said.

Wait, 300 million users? We’re not sure where that figure comes from, given that JioSaavn hadn’t yet reached 200 million monthly active users when its CEO Rishi Malhotra talked to Billboard in early March. Update: JioSaavn has got in touch to clarify: its last official figures announcement was in late 2019: 104 million users. The 300m figure in the Triller quote is incorrect.

Still, it seems like a sensible partnership for both companies.

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Stuart Dredge

Music Ally's Head of Insight

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