Arijit Singh, the soulful voice behind many Bollywood hits, has not only captured the hearts of millions but has also made a significant mark on the global music streaming scene. With over 100 million followers on Spotify, he has now become the third most streamed artist on the platform, following closely behind Ed Sheeran and Taylor Swift. This achievement not only highlights Singh’s talent and versatility but also showcases the growing influence of Indian music on a global scale.
India has emerged as the second largest market for music streams worldwide, with a staggering 1.037 trillion plays in 2023. This growth is driven by the surge in regional language music and the increasing engagement of the younger population with the next generation of music stars. With over 450 million Indians under the age of 30, the potential for the music streaming market in India to become the world’s biggest is promising.
The rise of regional music in popular streaming apps like YouTube Music and Airtel’s Wynk is also noteworthy. Hindi music continues to dominate the charts, with close to 40% of streams coming from the language. Additionally, regional languages like Bhojpuri, Punjabi, and Haryanvi are gaining traction, with established and emerging artists making their mark on the music scene.
The RedSeer report indicates a significant growth in south Indian languages and the lead contribution of Punjabi music in regional and non-film genres. The cross-pollination of musical styles and collaborations between regional and global artists are driving the growth of regional music on a global scale. Independent artists in the south are gaining attention, with tracks like “Enjoy Enjaammi” and “Katchi Sera” gaining popularity nationwide.
Amazon Prime Music has also made strategic content deals with Indian music labels like T-Series and Zee Music to enhance its music catalogue. This includes ad-free access to a vast collection of Bollywood songs, non-film albums, and regional music titles, catering to the diverse musical preferences of Indian audiences.
Overall, the music streaming landscape in India is evolving rapidly, fueled by factors like low-cost data plans, growth in smartphone users, and the emergence of a diverse range of mainstream and local musicians. The increasing popularity of regional music and the rise of independent artists are reshaping the industry, making it an exciting time for music lovers and creators alike. With Arijit Singh leading the charge, Indian music is set to make an even bigger impact on the global stage in the years to come.