Most Indians Listen To Music, Few Pay For Streaming Report Says
India-West News Desk
NEW DELHI – India had approximately 14 million paid music streaming subscriptions in 2025, and that number could double to 28–30 million by 2028, driven by product innovation, partnerships and changing consumer preferences, according to a report by EY and the Indian Music Industry.
Blaise Fernandes, President of the Indian Music Industry (IMI), said India needs to move from being a passive consumer market to an active patrons’ market to help take Indian music global and support the discovery of the next generation of talent.
“Despite music being among the most consumed forms of digital entertainment in India, paid music streaming remains significantly underpenetrated,” the report said.
Music consumption remains exceptionally high. The report found that 96 percent of smartphone users listen to music, while four out of five listeners spend more than an hour each day consuming audio content. However, there is a wide gap between music consumption and paid subscriptions. While 86 percent of respondents said they had paid for video over-the-top (OTT) services at some point, only 38 percent had ever paid for a music streaming service.
According to the report, the low conversion rate is largely due to the widespread availability of free alternatives and the limited difference between free and premium music streaming services.
Based on a survey of more than 15,000 smartphone users across India, the report found that 61 percent of respondents would be willing to pay for music streaming if free alternatives were unavailable and pricing remained reasonable. However, 39 percent said they would still not pay and would instead turn to pirated or other sources of music.
The report also found that dedicated music streaming platforms remain the preferred choice for structured listening, with 60 percent of respondents using digital service providers to consume music. At the same time, music discovery is increasingly happening through short-form video and social media platforms, shaping how users engage with streaming services.
