There are some troubling market signs for the recorded music business in India… and the message from global recorded music trade body IFPI today (August 20) is that now, not tomorrow, is the time to start fixing them.
Last year, India’s streaming-dominated recorded music market grew by less than 3% YoY. Subscription streaming was up double-digits, but still generated around a quarter of the revenue from ad-supported platforms (audio plus video).
(These are ballpark figures from IFPI’s essential 2025 Global Music Report. If you want the full stats… you can buy it here.)
Today, IFPI revealed another stark statistic: just 20 million of India’s 192 million current music streaming users pay for subscriptions – not far above 10% of them.
Those 192 million music streaming users, in turn, make up just 13% of India’s 1.45 billion population.
Such numbers were not far from the mind of IFPI CEO Victoria Oakley this morning (August 20) during a keynote presentation at the All About Music conference in Mumbai.
Oakley warned that India’s music industry must tackle significant challenges to secure its future, despite its “extraordinary potential” to drive the next wave of global growth.
She praised India’s rich musical heritage spanning classical traditions to Punjabi folk, filmi soundtracks and Indian pop, while highlighting the transformative role of streaming and digital distribution in making music more accessible than ever.
However, the IFPI chief pointed to several risks threatening sustainable growth, including the misuse of generative AI, streaming fraud, and the overwhelming dominance of free, ad-supported streaming over paid subscriptions.
“Music has worth, and paying for it sustains the artists and cultures we love. The decisions we make now will shape the next decade of music.”
Victoria Oakley, IFPI
“These risks are real,” Oakley said. “Music has worth, and paying for it sustains the artists and cultures we love. The decisions we make now will shape the next decade of music.”
In a press release issued today, IFPI confirmed that Oakley outlined three key priorities for India’s future development in recorded music. Those priorities included: “Growing paid streaming: Shifting away from ad-funded models toward a value-driven, subscription-led future.”
The other two priorities highlighted by Oakley were:
Strengthening collaboration: Bringing together labels, platforms, creators and governments to tackle streaming fraud and build AI safeguards.
Championing regional diversity: Supporting music in local languages and styles to deepen connections at home and abroad.
“We must choose a path that values creativity, protects human expression, and champions fairness for everyone in the industry,” Oakley added.
“We must never forget that music is made by people, for people. Behind every track is a story, a burst of imagination, a struggle, a desire to share. That is what makes this industry powerful – and that is why it is worth protecting.
“So, as India continues to rise as a global music powerhouse, let us work together as labels, platforms, governments, and fans – to build a future where music is valued and celebrated.”
“as India continues to rise as a global music powerhouse, let us work together as labels, platforms, governments, and fans – to build a future where music is valued and celebrated.”
Victoria Oakley, IFPI
As part of IFPI’s commitment to the Indian market, Oakley confirmed the organization is working with local partners, Indian affiliates of major international record companies, and both local and global digital service providers to launch official charts in India.
For the first time, these charts will include both international and domestic repertoire, alongside dedicated official local-language charts designed to reflect the breadth of India’s musical landscape.
Governed by IFPI’s global best practice, they aim to provide a trusted benchmark to measure the market, celebrate artist success, and ensure that India’s regional voices are recognized nationally and globally.
Industry transformation challenges
The Indian market’s transformation reflects broader global trends in music consumption, but with unique characteristics.
YouTube remains a dominant force in the market.
According to Comscore data cited in an Ernst & Young (EY) report earlier this year, Indian adults aged 35 and over spend an average of 80 minutes per day on the platform.
Indeed, YouTube’s reach in India today surpasses 800 million people, according to Sensor Tower data also cited in the report.
Ernst & Young’s report suggested that the total number of on-demand music streaming users in India declined from 185 million to 175 million in 2024.
One reason for this, it posited, is certain streaming platforms limiting free-tier features, with Gaana and Hungama now operating as “entirely pay” services, making them inaccessible to non-paying users.Music Business Worldwide
