Explosive Growth in Global Consumption of Indian Music on Spotify

The influence of Indian music is expanding at an unprecedented rate, with global listeners on Spotify embracing the genre like never before. In a span of five years, the streaming giant witnessed an astounding 2,000% surge in the consumption of Indian music globally, underscoring the rising international appeal of Indian melodies.

India's Streaming Revolution

India's streaming landscape is in the midst of a rapid transformation. Figures from Luminate indicate that India is on the cusp of becoming the world's largest music streaming market by volume. In 2023, Indians streamed over 1.037 trillion music and music video tracks, with only the United States ahead at 1.454 trillion plays. However, with an 80.9% year-on-year growth in India compared to the US's 14.5%, India could soon claim the top spot.

Monetary Metrics and Industry Challenges

Despite the impressive streaming figures, India's average revenue per user in the music industry remains significantly lower than in developed markets. Nevertheless, the recorded music business in India was valued at $319 million in 2022, marking a healthy 48% increase from the previous year. The industry also faces challenges such as copyright compliance, but progress is evident, with music publishing revenues in the country growing 2.5-fold between 2019-2020 and 2022-2023.

Spotify’s Milestone and Trend Reversal

Commemorating its fifth year in India, Spotify's analysis revealed staggering growth in the listenership of Indian music internationally. For instance, in 2023, the global consumption of Indian music on Spotify alone rose by 85% compared to the previous year. The popularity of Indian music internationally is particularly noticeable in countries like Turkiye, Brazil, and Italy, highlighting the diverse appeal. Within India too, a massive shift has been observed with 70% of the music streamed on Spotify being Indian, compared to 70% international five years ago.

Local Talent and Global Recognition

Indian artists such as A.R. Rahman, Alka Yagnik, Anirudh Ravichander, AP Dhillon, and Arijit Singh have been instrumental as the largest musical exports from India. Spotify's commitment to supporting local artists and providing them with tools to analyze global consumption has contributed to this skyrocketing success. The number of Indian artists using Spotify For Artists has doubled in the past year to 28,000, indicating a robust local artist community.

Globalization Versus Localization

The trend of 'glocalization' is taking center stage, where music tastes become more local as the music industry grows more global. This phenomenon isn't limited to India alone but is prevalent worldwide, as seen in the increased consumption of local music in regions like Latin America and parts of Europe. People now have the power to choose what they want to listen to, and the demand for local music is on the rise.

The Decline of English-Language Dominance?

The previously English-dominated global music scene is witnessing a decrease in market share. For example, in the first half of 2023, English-language music represented only 56.4% of the top 10,000 total on-demand tracks globally, a decline from previous years. This shift may not favor global English-language megastars, but it is certainly a boon for local acts gaining popularity in their own countries and abroad.

Spotify, India, streaming