{"id":104361,"date":"2025-05-08T10:19:34","date_gmt":"2025-05-08T09:19:34","guid":{"rendered":"https:\/\/routenote.com\/blog\/?p=104361"},"modified":"2025-05-27T13:48:10","modified_gmt":"2025-05-27T12:48:10","slug":"indias-music-market-faces-challenges-as-it-looks-to-growth-opportunities-in-2025","status":"publish","type":"post","link":"https:\/\/routenote.com\/blog\/indias-music-market-faces-challenges-as-it-looks-to-growth-opportunities-in-2025\/","title":{"rendered":"India\u2019s music market faces challenges as it looks to growth opportunities in 2025"},"content":{"rendered":"\n<h2 style=\"user-select: auto;\"><span style=\"color: #3366ff; user-select: auto;\">As India eyes global music dominance, the industry must tackle monetization challenges to unlock its full potential.<\/span><\/h2>\n\n\n\n<h3>India\u2019s audio industry in focus<\/h3>\n\n\n\n<p>At the recent World Audio Visual and Entertainment Summit (WAVES) in Mumbai, organized by the Ministry of Information and Broadcasting, <a href=\"https:\/\/musically.com\/2025\/05\/07\/indias-music-market-eyes-major-growth-in-2025-despite-challenges\/\">according to this\u00a0Music\u00a0Ally\u00a0news report,<\/a> discussions highlighted the nation\u2019s potential to become a global player in the music industry. Despite playing a relatively minor role at the summit, panel discussions included the growth opportunities in India\u2019s music market. However, unlocking that potential won\u2019t come without tackling a few big hurdles.\u00a0\u00a0<\/p>\n\n\n\n<p>India\u2019s recorded music industry is currently worth \u20b93,200 crore (around $378 million). The average cost to acquire a five-song Hindi film soundtrack has risen to between \u20b920 crore ($2.4 million) and \u20b935 crore ($4.1 million)- a jump from the respective \u20b915 crore and \u20b925 crore reported nine months ago.<\/p>\n\n\n\n<p>Despite these seemingly strong figures, India fell to 15th place in the <a href=\"https:\/\/routenote.com\/blog\/ifpi-global-music-report-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">IFPI\u2019s global rankings<\/a> in 2024 due to flat revenues. Executives believe the market has high potential if customers start subscribing to music streaming services. As Vikram Mehra, Managing Director of Saregama, bluntly put it:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p><strong>\u201cUnless the subscription business takes off in India, we have a problem coming our way.\u201d<\/strong><\/p><cite>Vikram Mehra, Managing Director of Saregama<\/cite><\/blockquote>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-routenote-blog wp-block-embed-routenote-blog\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"rg6lZ1H3CO\"><a href=\"https:\/\/routenote.com\/blog\/ifpi-global-music-report-2025\/\">Global music industry sees continued growth in 2024, says IFPI<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;Global music industry sees continued growth in 2024, says IFPI&#8221; &#8212; RouteNote Blog\" src=\"https:\/\/routenote.com\/blog\/ifpi-global-music-report-2025\/embed\/#?secret=rg6lZ1H3CO\" data-secret=\"rg6lZ1H3CO\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3>Untapped potential<\/h3>\n\n\n\n<p>India boasts one of the world\u2019s largest music audiences and the world\u2019s biggest population, yet remains one of the lowest in terms of revenue per capita. Vikram Mehra believes this growth could reach between \u201c30% to 50% per year for the next decade\u201d as long as issues around subscriptions and the <a href=\"https:\/\/routenote.com\/blog\/ai-assisted-vs-ai-generated-music\/\" target=\"_blank\" rel=\"noreferrer noopener\">impact of AI <\/a>on copyright material are resolved.<\/p>\n\n\n\n<p>There are roughly 20 million paying music subscribers in India, contributing to over $60 million. Compare that to China, which had about 200 million paying subscribers in 2024 and generated more than $1 billion in revenue- a market that was trailing India by 36% in 2023.<\/p>\n\n\n\n<p>Universal Music\u2019s Senior VP of Asia Public Policy, Kwee Tiang Ang, credited China\u2019s rapid rise of paid subscriptions. If India follows suit, it could require incentives and a cultural shift towards monetized streaming.<\/p>\n\n\n\n<p>With over 550 million monthly active users on YouTube in India, nearly 40% of whom are audio-streamers, the country represents an untapped opportunity. If even a fraction of that user base converted to paid streaming, India could quickly rival global music markets. With greater market penetration, India could create global number ones just from domestic streams.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p><strong>\u201cImagine if the total audio universe comes closer to YouTube penetration, India will start giving a global number one [song] on Spotify only on the back of [domestic] streams.\u201d<\/strong><\/p><cite>Jay Mehta, Managing Director at Warner Music India<\/cite><\/blockquote>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" src=\"https:\/\/routenote.com\/blog\/wp-content\/uploads\/2025\/05\/Screenshot-2025-03-18-154916.png\" alt=\"\" class=\"wp-image-104363 lazyload\" width=\"319\" height=\"204\"\/><\/figure><\/div>\n\n\n\n<h3>The monetization challenge<\/h3>\n\n\n\n<p><a href=\"https:\/\/routenote.com\/blog\/what-is-youtube-content-id\/\" target=\"_blank\" rel=\"noreferrer noopener\">YouTube<\/a>\u2019s dominance in India is both a blessing and a curse. YouTube\u2019s widespread use for free <a href=\"https:\/\/routenote.com\/blog\/free-youtube-music-distribution-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">music<\/a> access arguably means that many in India do not feel the need for paid music subscriptions. Unlike video streaming platforms like Netflix, music platforms often offer the same catalog, making free access on YouTube an easy default for many users.<\/p>\n\n\n\n<p>With this behaviour ingrained in Indian culture, this creates a unique challenge for platforms as they look to monetize something that is accessed for free.<\/p>\n\n\n\n<p>At the same time, platforms like YouTube are stepping up music-specific efforts in India to try to better capitalize on this large and active audience.<\/p>\n\n\n\n<h3>Spotify\u2019s role in India\u2019s music ascent<\/h3>\n\n\n\n<p><a href=\"https:\/\/routenote.com\/blog\/upload-your-music-to-spotify-for-free\/\" target=\"_blank\" rel=\"noreferrer noopener\">Spotify<\/a> has made significant inroads in India since its launch in 2019. Between 2019 and 2023, international streams of Indian artists on the platform grew by more than 2,000%. In 2024, half of Indian artists\u2019 revenue on Spotify came from <a href=\"https:\/\/routenote.com\/blog\/indian-artists-international-spotify-payouts-grew-40\/\" target=\"_blank\" rel=\"noreferrer noopener\">outside the country<\/a>, highlighting&nbsp; the growing global appeal of Indian music.<\/p>\n\n\n\n<p>At WAVES, Spotify\u2019s Global Chief Public Affairs Officer Dustee Jenkins <a href=\"https:\/\/newsroom.spotify.com\/2025-05-06\/in-mumbai-our-public-affairs-chief-dustee-jenkins-spotlights-the-role-of-spotify-in-the-growth-of-indias-music-industry\/\" target=\"_blank\" rel=\"noreferrer noopener\">emphasized the company\u2019s commitment to India<\/a>, noting that local teams are helping Indian artists connect with new audiences around the world. Indian pop star Badshah echoed this sentiment, saying Spotify helps artists \u201creach anyone\u201d.&nbsp;<\/p>\n\n\n\n<p>If Spotify and other platforms can continue to amplify Indian artists globally and improve domestic monetization, India could generate a huge music consumer base and empower its artists in the global scene.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-routenote-blog wp-block-embed-routenote-blog\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"MbglHDPUJH\"><a href=\"https:\/\/routenote.com\/blog\/indian-artists-international-spotify-payouts-grew-40\/\">Indian artists earn nearly half of their Spotify royalties from international listeners in 2024<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;Indian artists earn nearly half of their Spotify royalties from international listeners in 2024&#8221; &#8212; RouteNote Blog\" src=\"https:\/\/routenote.com\/blog\/indian-artists-international-spotify-payouts-grew-40\/embed\/#?secret=MbglHDPUJH\" data-secret=\"MbglHDPUJH\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3>A market on the brink<\/h3>\n\n\n\n<p>Clearly, India has the untapped potential to be one of the world\u2019s leading music markets. However, there is still work that needs to be done in order to get there.&nbsp;<\/p>\n\n\n\n<p>Solving challenges around subscription adoption, digital infrastructure, and fair use of AI will be critical. If these can be addressed, India could quickly climb the global rankings as a dominant force within music.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"http:\/\/www.routenote.com\" target=\"_blank\" rel=\"noreferrer noopener\">Share your music to streaming platforms worldwide such as Spotify and YouTube Music for free with RouteNote.<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As India eyes global music dominance, the industry must tackle monetization challenges to unlock its full potential.<\/p>\n","protected":false},"author":47,"featured_media":104362,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[30650,11979,27078,27077,20377],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.4.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>India\u2019s music market faces challenges as it looks to growth opportunities in 2025 - 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