India’s Indie Music Moment — Growth, Global Reach & Monetisation in 2025

The soundscape of India in 2025 bears the imprint of a turning point. The country’s music ecosystem—once dominated by film‑soundtracks and legacy labels—is now experiencing an inflection. For the first time, independent artists, regional‑language creators, and global streaming platforms are unlocking value at scale. Data show that in 2024 Indian artists on Spotify alone were discovered more than 11.2 billion times by first‑time listeners globally, a 13 % year‑on‑year increase. Spotify At the same time, royalty collections in India crossed ₹700 crore in 2024, up 42 % YoY, fuelled by streaming. The Economic Times This is not a niche moment—it is structural. As urbanisation, mobile adoption and digital connectivity surge, the music business is being rewritten. What does this mean for artists, labels, platforms and investors? Below we outline key trends, then break out implications, and finally actionable recommendations for all stakeholders.

Key Trends & Data Points

1. Streaming, discovery and globalization of Indian artists

• As noted, Indian artists were discovered 11.2 billion times by first‑time Spotify listeners in 2024, rising 13 % YoY. Spotify

• Among those royalties on Spotify alone in India: the number of Indian artists earning >₹5 million (≈US$ 60k) has more than doubled since 2022; those earning >₹50 million have also doubled. Spotify

• Approximately two‑thirds of royalties generated by Indian artists on Spotify in 2024 came from listeners outside India. Spotify

• Regional‑language songs (Tamil, Telugu, Punjabi, Bengali, Marathi) are driving large minutes‑consumed and global cross‑over.

2. Market size and revenue growth

• The recorded‑music, podcast and radio segment is projected to increase ~19.1 % between 2020 and 2025 in India. Le CNM : Centre national de la musique

• According to EY, music generates ~₹12,000 crore per annum in India (~US$1.45 billion) which is around 6 % of the Indian Media & Entertainment (M&E) industry. EY

• Despite this, some sources argue the recorded music market (excluding streaming/licensing) was only ~₹3,200 crore (~US$ 378 million) in one measurement, indicating a large grey/un‑organised market or big growth potential. RouteNote

3. Independent artists, direct‑to‑fan and niche monetisation

• Platforms and distribution models are enabling direct monetisation: independent artists are not just surviving but thriving. Industry commentary forecasts the indie segment to “explode” in 2025 driven by live events, digital monetisation and brand partnerships. The Indian Music Diaries

• Live music events in India (pre‑pandemic already strong) are reviving at scale, with hybrid models (in‑person + streaming) gaining traction.

• Sync licensing, original compositions for OTT, short‑form video (TikTok/Reels) are creating new revenue streams beyond traditional sales/streaming.

4. Regional, linguistic diversity & short‑form video influence

• Consumption patterns point to 55.4 % of online video content in India being music videos. Meltwater

• Music consumption is increasingly mobile‑first (smartphone ownership among Indian internet users is ~97.4 %). Meltwater

• Short‑form platforms and social media are increasing the virality of tracks and enabling regional songs to become national/global hits.

Implications & What It Means

For Artists (Independent & Label‑Signed):

• Global audience access: The fact that two‑thirds of royalties come from outside India means artists must think global, not just local. Touring, collaborations, playlist curation need global‑mindset.

• Monetisation diversification: Streaming is necessary but not sufficient. Live shows, brand tie‑ups, sync deals, short‑form video rights need to be part of the strategy.

• Market positioning: Regional artists have an opportunity; the era of “Hindi only” is shifting. Artists in Tamil, Telugu, Marathi, Punjabi are no longer niche—they can be scalable.

• Ownership & rights: With the ecosystem maturing, securing publishing, masters rights, and considering international licensing is crucial.

For Labels and Platforms:

• Data‑led A&R: With discovery at global scale, labels must use analytics (listening data, social signals, region‑specific trends) to find hits and break artists both locally and abroad.

• Investment in infrastructure: Especially for indie artists — distribution, promotion, sync/licensing teams, global publishing.

• Hybrid live‑digital business models: Organise large‑scale events and ensure streams archived/licensed globally.

• Monetisation architecture: Understand that the ₹12,000 crore figure is still small relative to global markets and there is large upside if rights and ecosystems are built.

For Investors and Brands:

• Growing addressable market: The ~₹12,000 crore addressable music segment is expanding rapidly. Streaming + global reach mean high growth.

• Brand partnerships: Music is a content‑engine for short‑form video, gaming, metaverse and brands must integrate artists in these ecosystems.

• Emerging asset class: Catalog acquisitions, publishing rights, sync pipelines become investable. Early entrants can capture high return.

• Risk‑factors: Monetisation in India still has structural challenges (rights enforcement, royalty collection, grey/un‑organized markets) — due diligence is key.

Actionable Recommendations

• For artists: Build an English/Global‑friendly social presence; work on playlisting on Spotify/Apple Music globally; release tracks regionally but target cross‑market; negotiate publishing rights aggressively; explore brand partnerships in short‑form video.

• For labels/platforms: Develop analytics dashboards for discovery; expand regional‑language talent scouting; build capabilities for sync/licensing globally; leverage live‑digital models; optimise royalty collection systems.

• For brands/marketers: Partner with independent artists for micro‑campaigns (especially regional); use music videos in short‑form platforms to ride virality; consider catalog licensing for branded content; tap into global Indian‑diaspora audiences.

• For policymakers: Encourage rights‑infrastructure (collecting societies, transparency); reduce friction for international licensing; support music education and indie‑ecosystem programmes; incentivise live‑events post‑pandemic.

What to Watch in 2025‑26

• Will the number of Indian artists earning >₹10 million from streaming double/triple further by 2026?

• Will regional‑language tracks achieve more cross‑over globally (e.g., Latin‑music style)?

• Will independent artists’ share of revenue significantly increase relative to major labels?

• What will be the growth rate of live‑digital events in India, and how much of it is monetised globally?

• How will royalty collection improve, what will be the size of the grey/un‑organised portion of the market?

• How will short‑form video platforms (Reels, Shorts, TikTok alternatives) reshape music discovery and revenue?

We are at a pivotal moment for the Indian music industry. Growth, global reach and monetisation are aligning: streaming is unlocking global audiences; regional diversity is becoming strength; independent creators have tools and platforms to scale. Yet the ecosystem still has gaps — rights infrastructure, monetisation models, global competitiveness. For those who act strategically — artists, labels, platforms, brands — the opportunity is vast. For those who cling to legacy models (film‑soundtrack only, domestic‑only mindset) the risk of being left behind is real. 2025 should be seen not as a transient upswing but as a structural shift. The Indian music market is no longer catching up; it’s rewriting its rules.