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Triller Aims to Drastically Boost Indian Audience With New JioSaavn Deal

Triller
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Triller and leading Indian music streaming service JioSaavn have struck a new partnership designed to drive growth and subscribers for both services in the country.

Under the agreement, which was announced Monday, JioSaavn will provide its users with regularly updated exclusive Triller video content from top artists and songs while including artist callouts and branding for Triller in modules and artist pages on the platform. Additionally, JioSaavn users will be invited to record their own Triller videos for a chance to have them appear on the streaming service.

Once the integration is complete -- a process expected to take several months -- JioSaavn will begin featuring single Triller videos for the top 100 artists and tracks on the platform. Over time, the integration will expand to include modules of Triller videos for as many top streamed artists as possible, updating weekly.

The new partnership comes on the heels of India’s ban of Triller competitor TikTok in late June over national security concerns. Following the ban, Triller surged to No. 1 on Apple's App Store in the country. Within days of its release there, popular Indian artists including Badshah, Diljit Dosanjh, Armaan Malik and Bhuvan Bam made their way onto the app.

"We couldn't be more pleased to have partnered with not only the biggest company in India but one of the biggest and most important companies in the world," said Bobby Sarnevesht, executive chairman of Triller and co-owner of Triller’s parent company Proxima Media. "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."

Added JioSaavn co-founder and CEO Rishi Malhotra, "We have built a user-centric and data driven platform with a focus on consumer experience and groundbreaking original content. As we grow, we are committed to advancing our world class product; always at the intersection of music and entertainment. Connecting creators to millions of fans is at the core of everything we do. Our cross-platform collaboration with TRILLER enables artists to create and express our culture in the most innovate ways. We are confident that this partnership will exponentially grow both companies."

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Late last year, JioSaavn reported 104 million monthly active users. This year alone, the streamer has received investments from Facebook and Google totaling over $10 billion.

Triller claims 70 million monthly active users and 250 million downloads worldwide. It has licensing partnerships with the three major labels and has received investment from artists including Snoop Dogg, The Weeknd and Marshmello.

UPDATE: On August 26 at 5:23 p.m. ET this story was updated to include accurate monthly active user numbers for both JioSaavn and Triller. JioSaavn has monthly active users of 104 million, not 300 million. Triller’s monthly active user numbers are 70 million, not 65 million. It has also been updated to include more specific details on the partnership between the two companies.