India Music Streaming Market Overview, 2030

The music streaming ecosystem in India is shaped by its multilingual culture, widespread mobile usage, and the increasing popularity of digital-first entertainment habits across urban and semi-urban regions. Users across states like Maharashtra, West Bengal, Tamil Nadu, and Punjab frequently access platforms tailored to local preferences, with Hindi, Tamil, Telugu, and Punjabi tracks topping listening charts in different regions. The prominence of regional music catalogs on services like JioSaavn, Gaana, Spotify, and Wynk Music reflects the demand for vernacular content and the desire for personalization. Mobile-first consumption drives engagement, with users often listening during commutes, household chores, or as part of prayer routines. Preloaded music apps on smartphones sold by Indian telecom operators have further increased platform visibility and onboarding across tier 2 and tier 3 towns. Bollywood soundtracks continue to remain a core driver of traffic, but non-film independent artists, devotional content, and regional folk music have seen increased streaming volumes due to curated playlists and artist-focused promotions. Local streaming platforms are actively leveraging India’s festival calendar to create themed playlists for Diwali, Navratri, Eid, and Holi, which encourage repeat engagement. Moreover, music tied to viral social media challenges or influencer dance trends frequently causes sudden spikes in platform traffic. In-app gamification, leaderboard challenges, and daily login rewards are increasingly integrated to maintain user stickiness in a competitive market that includes both domestic and global players. India’s diverse listener base also includes older generations shifting from FM radio to streaming apps due to simpler interfaces, while younger users seek trending tracks, global hits, and short-format hooks through free access or student bundles. The ability to download and play offline without additional cost has become a critical feature for users in regions with patchy network coverage. Voice search capabilities and integration with virtual assistants have increased ease of access across devices.

According to the research report ""India Music Streaming Market Overview, 2030,"" published by Bonafide Research, the India Music Streaming market is anticipated to grow at more than 18.62% CAGR from 2025 to 2030. The current growth of music streaming in India is primarily fueled by expanding internet connectivity, localized pricing, and deepening regional content libraries. As low-cost smartphones and affordable 4G data have become widespread, even users in remote towns and villages now stream music daily. Telecom-integrated platforms such as JioSaavn and Wynk Music benefit from bundled data plans that eliminate the need for separate subscriptions, thus reaching millions of new users without added marketing costs. The ease of access through vernacular app interfaces has also supported adoption across non-English speaking populations, especially in the Hindi heartland and the southern states. Another key growth factor is the shift in consumer preference from ownership to access. Younger users no longer rely on downloaded MP3s or pirated CDs, instead favoring curated playlists, trending charts, and algorithmic suggestions based on mood or time of day. This behavioral shift is particularly strong among college students and first-job earners in cities like Bengaluru, Pune, and Lucknow. Indian listeners also display a strong preference for time-bound listening patterns, such as devotional bhajans in the morning and romantic or lo-fi playlists late at night. Streaming apps now tailor their content calendars around these behavioral segments to drive daily active usage. The surge in independent music production and regional artist discovery has also strengthened the growth momentum. Artists from Northeast India, Maharashtra’s underground rap scene, and Kerala’s folk-pop circles are leveraging social media and streaming analytics to build hyperlocal fanbases. Labels and aggregators now use streaming data to identify emerging talent for collaborations, branded content, or festival line-ups. Furthermore, film producers are increasingly using streaming platforms for teaser releases, soundtrack debuts, and real-time listener feedback.

On-demand streaming is the dominant form of music consumption across India, as users prefer flexibility and control over what they listen to. Platforms like Spotify, Gaana, Apple Music, and Amazon Music have focused on improving personalized discovery, offering users customized playlists such as “Top Hindi Romance,” “Tamil Workout,” or “Punjabi Drive Mix.” These playlists cater to daily routines and regional tastes, and are often algorithmically generated based on listening behavior. In metro cities, office commuters rely heavily on on-demand features, accessing daily mixes through wired earphones or Bluetooth devices. Meanwhile, students and younger users often explore trending songs and meme-driven tracks, particularly those featured in dance reels or short-form video loops. Offline downloads are heavily used in states with unstable or expensive data, with users frequently curating playlists for long train journeys or rural travel. Telco-tied apps like Wynk and JioSaavn have an edge here, as they offer offline playback options as part of bundled prepaid plans. Additionally, the culture of playlist gifting where users share curated mood or occasion-based lists with friends has gained popularity, adding a social layer to on-demand listening. Live streaming, though still nascent, is gaining visibility among niche audiences. Real-time artist interactions during festival promotions, virtual album launch events, and curated acoustic sessions are seeing traction through platforms like YouTube Live and Instagram. Regional artists often use these sessions to engage with hyperlocal audiences in their native languages, sometimes combining storytelling with music. Live performances by devotional artists during festival seasons like Ganesh Chaturthi or Navratri are also increasingly being streamed as part of temple partnerships or sponsored webcasts. Independent creators are leveraging these formats to build community-based experiences. For instance, hip-hop cyphers, folk jam nights, or ghazal evenings are now being streamed directly from artist homes or small venues.

Audio remains the preferred format across India’s music streaming audience, especially because it supports passive listening while working, traveling, or studying. The dominance of audio is particularly evident in how platforms optimize playlists for specific activities such as “Study with Instrumentals,” “Morning Bhajans,” or “Chill Hindi Beats.” Devotional music sees high usage in the early morning hours in states like Uttar Pradesh, Gujarat, and Karnataka, while audio-only Bollywood tracks dominate evening and nighttime listening in major cities. Podcasts have also carved a niche among urban professionals, with categories like Hindi storytelling, regional true crime, and mental wellness gaining popularity. Many platforms are investing in vernacular podcast production, especially in Marathi, Tamil, and Bengali. Audio formats also serve accessibility needs for visually impaired users or those preferring non-disruptive background content. The integration of voice navigation within Indian apps helps users browse playlists or play specific tracks using commands in regional languages, boosting usability in smaller towns. Audio-only formats also benefit from lower data consumption, making them more popular in areas with limited bandwidth. Video content, however, is rapidly growing due to India’s visual-first digital culture. YouTube Music and MX Player drive massive consumption of music videos, with Bhojpuri songs, devotional visuals, and Tamil dance numbers consistently ranking among the most viewed. Music video teasers, lyrical video launches, and choreography clips often trend during film promotions and festival campaigns. Visual albums and exclusive behind-the-scenes clips are also used to drive subscriber interest on premium platforms. The influence of short-form video platforms like Moj, Josh, and Instagram Reels has made video songs essential for virality. Many streaming platforms are embedding video previews within the audio app interface to allow seamless transition between formats. Some regional acts now invest in video-first content even before releasing audio tracks, reflecting changing production strategies.

Subscription models in India are steadily gaining traction, especially among working professionals and urban youth who seek uninterrupted playback, superior sound quality, and exclusive early access. Platforms such as Spotify, YouTube Music, and Apple Music offer discounted student plans, family bundles, and device-specific integration, encouraging sign-ups in metro cities and among tech-savvy users. These paid tiers often feature ad-free experiences, better curated content, and enhanced playback controls, which are appreciated in cities like Delhi, Hyderabad, and Ahmedabad, where lifestyle-driven users show higher willingness to pay for digital services. Moreover, telecom-linked streaming access as part of postpaid or broadband packages has simplified the subscription journey. JioSaavn, Airtel Wynk, and Vi Music bundle premium access into existing data or fiber plans, targeting households with multi-user needs. Subscription gifting, such as offering a one-month trial for birthdays or holidays, is a growing practice among younger listeners. Integration with UPI payments and wallet systems like PhonePe or Paytm has also reduced friction in converting free users to subscribers. Non-subscription revenue remains a significant driver in the Indian context. Freemium models attract millions of users through ad-supported access, with intermittent audio or visual ads placed between tracks. These are especially common among users in semi-urban and rural areas who prefer zero-cost services. Real-time ad targeting in regional languages such as Kannada, Odia, or Bengali has enabled local businesses and brands to tap into niche user segments. Additionally, monetization through branded playlists, artist takeovers, and digital tipping during live performances is beginning to emerge. Regional music labels and independent creators often partner with FMCG brands or mobile companies for co-promotions.

Considered in this report
• Historic Year: 2019
• Base year: 2024
• Estimated year: 2025
• Forecast year: 2030

Aspects covered in this report
• Music Streaming Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Service
• On-demand Streaming
• Live Streaming

By Content Type
• Audio
• Video

By Revenue Channels
• Subscription
• Non-Subscription