Regional Indian Music Marketing: Driving India’s Growth Beyond Bollywood
For years, Bollywood defined conversations about Indian music. But the country’s music economy is no longer bound by its film industry. The real growth engines today are regional and vernacular markets. These are powered by digital platforms and new-age marketing strategies.
From Tamil and Telugu in the South to Bhojpuri, Gujarati, Marathi, and Bengali across the heartland, regional music is shaping how audiences discover, share, and consume songs at scale. At Divo, we’ve seen firsthand how this shift is reshaping both local and national listening habits.
The YouTube-Meta Discovery Cycle
Across most languages, the discovery cycle begins with video. YouTube music videos and short-form content on Instagram or YouTube Shorts are the first touchpoints.
In states like Bihar and Uttar Pradesh, Bhojpuri music thrives almost entirely on YouTube. Gujarati and Marathi content also lean heavily on YouTube and Facebook for reach. When a video or reel clicks, the cycle is predictable:
- Discovery: The track gains visibility through virality on YouTube or Instagram.
- Engagement: Fans amplify it via shares, memes, challenges, and user generated content.
- Conversion: Then streams rise on DSPs like Spotify, JioSaavn, Apple Music, Amazon Music.
If discovery fails at the video stage, streaming traction rarely follows. But when it succeeds, regional tracks often scale into national hits.
Regional Differences in Consumption
Every market behaves differently. Bhojpuri and Gujarati remain YouTube-first, with campaigns focusing on video reach, Google Ads, Meta Ads, and influencer reels.
Tamil and Telugu markets show mature DSP usage. Once video discovery happens, streaming takes off. This makes playlist pitching, in-app promotions, and collaborations essential.
Marathi, Bengali, and Kannada sit between extremes. They rely heavily on video first, but DSP share is steadily growing.
Data by the Numbers
- In 2024, India’s artists were discovered by first-time listeners on Spotify more than 11.2 billion times. That marks a 13% increase from 2023.
- About two-thirds of all royalties generated on Spotify in India in 2024 came from Indian artists.
- Royalties for music in Hindi, Punjabi, Tamil, and Telugu have more than doubled since 2021.
- Telugu music is one of the fastest-growing segments globally. Its royalties grew by 39% year-over-year in 2024.
- India’s on-demand streaming market generated around USD 1,853 million in revenue in 2024, and it is projected to grow to approximately USD 4,875 million by 2030. The compound annual growth rate is estimated at 17.3% from 2025 to 2030.
Multi-Layered Marketing Beyond Ads
Marketing regional music is no longer about pushing a video. Successful campaigns integrate:
- Digital advertising via YouTube pre-rolls and boosted reels
- Influencer collaborations that drive organic UGC
- DSP activations with playlists, editorial support, cross-promos
- Community engagement with fan clubs, radio, and on-ground events
This layered approach drives discovery and keeps tracks alive across platforms.
Tentpole Releases and Partnerships
For big releases, film soundtracks or indie crossover projects, the strategy scales. Tamil and Telugu audio launches now often include fan events. Brands and platforms amplify visibility. Media coverage, digital campaigns, and on ground activity combine.
Indie + Regional = The Future
Regional music is no longer a niche—it’s leading the mainstream. Today’s vernacular hits, boosted by digital-first strategies, continue to transform the industry. The message for music marketers is clear: Embrace regional nuances, leverage data-driven strategies, and prioritize video-first discovery. The next leaders in India’s music economy will master these essentials.
For marketers, the lesson is clear. Understand each language market’s nuance. Use data. Lean into video-first discovery. Then build toward streaming and DSP growth. Those who do will lead India’s music economy going forward.
This is a guest article written by Shahir Muneer, Founder & CEO, Divo.
