BENGALURU: With over 8 million views in 24 hours since announcement of the Oscars, RRR's Naatu Naatu has breached the 1 billion-mark on official YouTube channels, data accessed from its world music rights owner, Lahari Recording Company, shows. Not surprisingly, the most viewed is the Telugu version of the song.
"More than 1 billion views are just from our (Lahari) official YouTube channel (452.6 million) and that of T Series (561.4 million), our digital partner. And of the more than 8 million views we've got in 24 hours since the Oscars announcement, more than 5.5 million were on our channel and the remaining on that of T Series," Lahari Velu, director, Lahari Recording Company, told TOI.
Aside from this, the song has been streamed on various apps - ioSaavn, Spotify, Hungama, Apple Music, Amazon Prime Music, Wynk, Resso, iTunes and YouTube Music. "There have been more than 750 million streams cumulatively through all these apps, and 1 million of them came in the last 24 hours. Further, we've had 5 million ringtone downloads overall through various service providers," Velu said.
Of the 452.6 million views on Lahari's official YT channel, over 345 million were for the Telugu version, while over 100 million on the T Series channel were also for the same. Velu, whose company paid Rs 18 crore to bag the world music rights of RRR, added: "If Naatu Naatu is auctioned internationally, which is done for several songs, it may easily fetch more than Rs 100 crore, but Lahari won't do that. There's no question of selling RRR rights to anyone as it is the country's pride."
Set up nearly five decades ago, Lahari became a phenomenon in the market as an audio company in 1987 with Kannada blockbuster Premaloka, starring V Ravichandran and Juhi Chawla.
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