How India can unlock the next phase of music streaming growth

Music has become one of India's most consistent daily habits, woven into commutes, workouts, workdays and moments of relaxation. Findings from the EY-IMI (Indian Music Industry) report “How India listens, streams and pays for music” 96% of smartphone users listen to music, with 80% spending more than an hour a day doing so.

Yet a paradox remains. India has built one of the world's largest digital music audiences, but the monetization has lagged. The report estimates around 14 million paid music subscriptions in India in 2025 compared with more than 200 million paid video subscribers.

Why the music streaming in India opportunity is different

The challenge is not a lack of willingness to pay for digital entertainment. More than 80% of respondents reported paying for video OTT services. The difference is perception. Video content is often viewed as exclusive, while music is widely available through free alternatives. As a result, many consumers see access to music as a given rather than a premium service.

For the digital music industry, the task is to demonstrate why a paid experience is worth paying for.

Turning listeners into subscribers

The report finds that subscribers are driven less by content and more by convenience. Ad-free listening, superior audio quality, playback control and offline access are among the strongest drivers of payment. This suggests that future growth in music streaming in India may depend less on expanding catalogues and more on delivering seamless, personalized and frictionless experiences.

The report also identifies a segment of consumers who are comfortable paying for digital services but have yet to subscribe to music platforms. Converting these "Fence-sitters" could be a significant growth opportunity.

Reimagining the future of music streaming platforms in India

As consumer expectations evolve, music streaming platforms in India are expanding beyond content delivery. Opportunities highlighted in the report include more personalized recommendations, social listening experiences, creator-led engagement, integration with short-form video and stronger links between streaming and live events. Together, these trends point to a future where music platforms function less as content libraries and more as experience ecosystems.

From a listening economy to a value economy

India's music sector benefits from strong structural tailwinds, including smartphone adoption, affordable connectivity and a digitally engaged population. Against this backdrop, the EY-IMI report suggests that paid music subscriptions in India could double by 2028 if current monetization efforts continue.

However, long-term success will be measured by more than subscriber growth. The larger opportunity lies in strengthening the perception of music as a premium experience that creates value for consumers, artists and the wider ecosystem.

India has already built a thriving listening economy. The next phase of growth may depend on transforming that engagement into a sustainable value economy—one where music streaming in India is valued not just for its reach, but for the experience it delivers.