Universal Music Group (UMG) will begin rolling out a new release strategy in India that gives paid streaming subscribers exclusive access to its new music for the first 72 hours after release. The change, which will take effect from the end of August, was first reported by Music Business Worldwide.
The policy will apply to new releases from both domestic and international artists across global and regional music streaming platforms operating in India. After the initial 72-hour window, the releases will become available on ad-supported streaming services.
The announcement was made by UMG Chairman and CEO Sir Lucian Grainge during the company’s latest earnings call, where he outlined the company’s broader strategy to strengthen premium music consumption in high-growth markets such as India and China.
According to Grainge, the initiative is intended to create a more sustainable streaming ecosystem by encouraging paid subscriptions while ensuring artists receive stronger returns from their music.
“Beginning at the end of August, UMG’s new releases from major domestic and international artists will be launched exclusively to paid streaming subscribers for their first 72 hours on both global and regional streaming services,” Grainge said. “After that, they will become available on ad-supported services too. Fans will still have access to the music they love, and artists will see the benefit of improved compensation.”
Grainge pointed to China’s streaming market as a precedent for the strategy. UMG introduced a similar approach there several years ago, moving new music towards premium access in partnership with major streaming platforms.
He noted that while the decision initially faced concerns over its potential impact on music consumption, the Chinese market has since seen significant growth. China is now the world’s fourth-largest recorded music market, according to IFPI’s latest Global Music Report, with recorded music revenues growing more than 20% in 2025, driven largely by paid subscriptions and premium fan offerings.
Devraj Sanyal, Chairman & CEO, Universal Music Group added, “India is at an inflection point. We have successfully helped develop the market to its current position. But we believe there is more value to be unlocked for artists and songwriters whose creativity powers the music ecosystem.
India is one of the world’s most dynamic music markets, and now has the opportunity to redefine how fans engage with music and how creators are rewarded for it.
This is about strengthening the value of music and building a more sustainable creative community. The future will not be measured by number of listeners alone, but by the depth of fandom and the value we create for artists, songwriters and the investment this unlocks.
Proud of Universal Music India’s role in this journey, and to be working hand in hand with our partners towards a shared vision. This is an important step towards a stronger, more sustainable ecosystem.”
India represents another key growth market for the company. UMG has operated in the country since 1999 and has expanded its presence through multiple labels catering to different languages and genres. Beyond recorded music, the company has also invested across artist management, live entertainment, film, television and regional repertoire.
The move could have wider implications for India’s streaming ecosystem, where ad-supported listening continues to account for the vast majority of users. If adopted successfully, the strategy may encourage greater conversion to paid subscriptions while reshaping how new releases are consumed across the country’s streaming platforms.
Music streaming services operating in India have not yet announced how the rollout will be implemented for users or whether platform-specific features will accompany the new release window.
