Indians pay for Netflix. Indians pay for Hotstar during the IPL. Most Indians still do not pay for music. A new industry report has put numbers on that gap.
The report, *How India listens, streams and pays for music*, was released by EY and the Indian Music Industry (IMI). EY's press note from 24 July 2026 sums up the findings, and IMI has listed the report on its research page.
The key figures
- About 14 million paid music subscriptions in India in 2025
- Could grow to 28-30 million by 2028
- 86% of people surveyed had paid for a video OTT service at some point
- Only 38% had ever paid for a music streaming service, bundles included
- 60% of respondents used music streaming apps for music listening
The survey covered 15,373 smartphone users in March and April 2026, plus psychometric research with more than 2,200 consumers.
Why so few people pay
EY points to two reasons: free alternatives are everywhere, and free and premium versions often do not feel very different. The report expects telecom bundles, e-commerce bundles and tiered plans to drive growth.
It also notes that discovery is shifting to short-form video and social platforms. People hear a song on a Reel, then go to a music app to play the full track.
What this means if you are an independent artist
1. Income per stream can rise over time. More paying users generally means more money in the pool that streaming royalties are paid from. It will not happen overnight, but the direction matters.
2. Short video is the front door. If discovery happens on Reels and Shorts, your release plan should start there. A Bhojpuri song needs a hook clip that fans want to use, then a clear path to the full song on JioSaavn, Spotify or YouTube Music.
3. Be on every app. Bundles move people between apps. A Jio user may get one app, an Airtel user another. If your song is only on YouTube, you miss them.
Small steps you can take now
- Release on all major platforms, not only YouTube
- Post a short clip on release day and link the full song
- Claim your artist profiles so the pages look real when new listeners land there
- Ask fans to save the song, not just play it once
Release everywhere, keep control
RMX Music puts your songs on 95+ platforms, including callertunes on Jio, Airtel, Vi and BSNL, usually within 24-48 hours. You keep 100% ownership and 95% of royalties, paid monthly. Labels get a lifetime plan at ₹4,500 one-time.
As more Indians start paying for music, make sure your catalogue is where they are paying. Sign up with RMX Music.