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Entertainment
Universal Music Group Introduces 72‑Hour Paid‑Only Release Window in India
✍️ Storyboard18
🗓 03 Aug 2026, 03:18 PM
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Universal Music Group (UMG) has announced a new policy in India, mirroring its China strategy, whereby new music releases will be available exclusively to paid subscribers for the first 72 hours. The move aims to boost subscription uptake and reward loyal users.
Universal Music Group (UMG), the world’s largest music company, has rolled out a new release strategy in India that closely follows its successful model in China. Under the new policy, every new music release will be accessible to paid subscribers for a 72‑hour exclusive window before it becomes available to free users.
The 72‑hour paid‑only period is designed to incentivise users to upgrade to a subscription plan, offering them early access to fresh tracks and albums. UMG said the strategy would also help the company better manage streaming rights and revenue streams in the competitive Indian market.
Industry analysts suggest that the move could pressure local streaming platforms to rethink their own subscription models. While the policy is still in the announcement stage, UMG has indicated that it will monitor user response closely and adjust the duration if necessary.
UMG’s decision comes at a time when music streaming in India is experiencing rapid growth, with more users turning to digital platforms for music consumption. The company’s new policy is expected to strengthen its position as a leading music distributor in the country.
The 72‑hour paid‑only period is designed to incentivise users to upgrade to a subscription plan, offering them early access to fresh tracks and albums. UMG said the strategy would also help the company better manage streaming rights and revenue streams in the competitive Indian market.
Industry analysts suggest that the move could pressure local streaming platforms to rethink their own subscription models. While the policy is still in the announcement stage, UMG has indicated that it will monitor user response closely and adjust the duration if necessary.
UMG’s decision comes at a time when music streaming in India is experiencing rapid growth, with more users turning to digital platforms for music consumption. The company’s new policy is expected to strengthen its position as a leading music distributor in the country.