Spotify has released its annual Loud & Clear report, offering a transparent and data-driven perspective on the streaming economy’s role in supporting artists and driving global music industry growth. The report provides valuable insights into how artists generate revenue through streaming, the distribution of royalties, and the evolving global music landscape.
In India, the music industry continues to expand, with artists reaching new milestones both domestically and internationally. Since its launch six years ago, Spotify has played a pivotal role in amplifying Indian talent, and 2024 has proven to be a landmark year.
Indian Artists Experience Unprecedented Growth on Spotify
The reach of Indian artists on Spotify has grown significantly. In 2024, Indian artists were discovered over 11.2 billion times by first-time listeners on the platform, reflecting a 13% increase from 2023.
This growth is also evident in artist earnings. Since 2022, the number of Indian artists generating over ₹50 lakh in royalties from Spotify alone has doubled, while those surpassing ₹1 crore have tripled. Additionally, the number of artists earning over ₹5 crore in royalties has doubled. Notably, approximately two-thirds of all royalties generated in India in 2024 came from Indian artists, reinforcing the strength of the country’s music industry.
Indian Music’s Global Influence Continues to Expand
Indian music’s global footprint has grown considerably, with a substantial increase in international listeners.
- Nearly 50% of all royalties earned by Indian artists on Spotify in 2024 came from audiences outside India, compared to 40% in 2023.
- Indian-language music continues to gain traction in key markets such as the United States, United Kingdom, United Arab Emirates, Pakistan, Canada, Malaysia, and Sri Lanka.
- More than 9,000 Indian artists were featured on both global and local Spotify editorial playlists, marking an increase from 8,700 in 2023.
The Rise of Regional and Independent Music
Beyond Bollywood, regional and independent music have seen remarkable growth, further diversifying India’s global music exports.
- Royalties from Hindi, Punjabi, Tamil, and Telugu music have more than doubled since 2021, highlighting the increasing demand for regional content.
- Telugu music experienced a 39% year-over-year growth in global royalties, making it one of the fastest-growing Indian-language segments on Spotify.
- Genres such as Hindi hip-hop, Punjabi hip-hop, Malayalam hip-hop, and Tamil pop are driving new waves of popularity.
Leading Artists Driving India’s Streaming Success
Indian music’s international success in 2024 has been propelled by prominent artists, including Arijit Singh, Pritam, Anirudh Ravichander, Karan Aujla, Shreya Ghoshal, Diljit Dosanjh, Hanumankind, Kalmi, A.R. Rahman, Sidhu Moose Wala, Amitabh Bhattacharya, Vishal-Shekhar, AP Dhillon, Badshah, and Alka Yagnik.
A significant shift in the industry is the increasing prominence of independent music. In 2024, 65% of the top 30 most-exported Indian songs originated outside the film industry, reflecting a growing appetite for non-cinematic music on the global stage.
The Future of Indian Music on Streaming Platforms
Streaming is reshaping the music industry, providing artists with greater opportunities for discovery and financial success. Spotify continues to lead the way in royalty distribution, having paid out over $10 billion in music royalties globally in 2024 alone. Since its inception, the platform has distributed approximately $60 billion to artists worldwide.
As the streaming landscape evolves, fans play an increasingly influential role in shaping music trends and artist success. With global access to diverse sounds and cultures stronger than ever, Indian artists are well-positioned to expand their reach, experiment with new creative directions, and contribute to the next chapter of the global music industry.
Click here to view the full report.
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