In a recent interview, Amarjit Singh Batra, managing director of Spotify India, shared insights into the music consumption trends in the country. While film music continues to dominate, constituting 70-90% of all listening on Spotify in India, independent tracks are on the rise, growing at a faster pace than movie songs.
Batra expressed the desire for a more balanced 50:50 ratio between film and independent music, acknowledging that the shift is happening gradually. He emphasized the vast musical heritage of India and the increasing opportunities for user-generated content.
The most streamed song on Spotify in India in 2023, “Maan Meri Jaan” by King and Saurabh Lokhande with over 275 million streams, was an independent track, not part of a movie. The trend varies across languages, with Punjabi seeing 90% consumption of non-film music, while in Hindi, Tamil, or Telugu, where film music is prominent, the figure hovers near 70-80% for movie tracks.
Over the past year, independent artists like AP Dhillon, King, Anuv Jain, and Kanishk Seth have gained popularity on Spotify. The platform has invested in Spotify for Artists, providing data insights to over 28,000 artists from India, fostering collaborations and helping them understand their audience.
Spotify, celebrating five years in India, noted a shift toward local music, with more than 70% of listeners turning to regional content. Music consumption from India has also grown globally, with an 85% year-on-year increase in 2023. Malayalam saw the highest growth in music consumption worldwide, surging 5,300%, followed by Telugu, Tamil, Punjabi, and Hindi.
The platform has witnessed increased playlist engagement, with Punjabi music leading the way. Hot Hits Punjabi experienced a 10,000% increase in the last year, reflecting the platform’s evolving influence in the Indian music landscape.
However, Batra acknowledged the traditional reluctance of Indian music listeners to pay for content, and Spotify continues to explore strategies, including UPI payment options and mini-price packs, to encourage consistent payment habits among users.
