India had around 14 million paid music subscriptions in 2025, with expectations for the subscriber base to reach 28-30 million by 2028, as per a report by EY and the Indian Music Industry (IMI). The growth in subscribers is anticipated to be fueled by product innovation, partnerships, and changing consumer preferences.
Despite music being a highly consumed form of digital entertainment in India, paid music streaming remains largely untapped, the report highlighted. The engagement with music remains robust, with 96% of smartphone users listening to music and a significant portion spending over an hour daily on audio content.
However, there exists a notable disparity between music consumption and monetization, as the report pointed out that while 86% of respondents had paid for video OTT services, only 38% had ever paid for a music streaming service. The availability of free alternatives and the lack of clear differentiation between free and premium services are influencing subscription uptake.
According to the report, a survey of over 15,000 smartphone users in India revealed that 61% would consider paying for music streaming if free options were no longer available and pricing was reasonable. On the other hand, 39% indicated they would resort to pirated or other sources if required to pay.
Blaise Fernandes, President of the Indian Music Industry (IMI), emphasized the need for India to shift from a passive consumer market to an active patron’s market to propel Indian music globally and unearth new talent. The report also emphasized that dedicated music streaming platforms are the preferred choice for structured music listening experiences, with 60% of respondents utilizing digital service providers for music consumption.
