Spotify has been in business for 10 years, it’s worth billions and its global footprint is growing. Just why the streaming giant hasn’t taken the plunge into India, a country with a surging population of 1.3 billion second only to China, is a mystery the streaming giant’s team hasn’t managed to crack. Not yet.

Spotify’s recently rolled out into 13 new markets in the Middle East and North Africa, bringing its total network to 78 markets.

The company has touted its arrival in India for some time, and in March, just ahead of its public listing on the New York Stock Exchange, the company revealed it had opened an office in Mumbai and recruited 300 staff.

Its long-overdue arrival should come in 2019, and as early as six months from now, reports Variety, which has learned that a launch in India will bring with it an extended free trial period.

So why the wait? Content. Or more accurately, a lack of it.

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Spotify is coming to India. But when?

Universal, Sony and Warner Music have had Spotify over a barrel in what appears to be a retaliatory move for the tech company’s move to license acts directly, bypassing the record companies.