Spotify Report Highlights Global Success Of Indian Music And Local Talent

Spotify’s Loud & Clear report has shed new light on its platform's impact on India's music industry. The 2023 data reveals that Indian artists were discovered over 10 billion times by new listeners. This is a significant shift from five years ago, when international music dominated streaming. Now, local music accounts for over 70% of streams on Spotify India.

The report shows that 84% of the tracks on Spotify India’s daily Top 50 list in 2023 were by local artists. Additionally, nearly two-thirds of Spotify royalties generated in India last year came from Indian artists. Since 2019, the consumption of Indian music in international markets has increased by over 2000%, with 40% of royalties from Indian artists in 2023 coming from outside India.

Languages such as Punjabi, Hindi, and Tamil have also seen notable growth. Punjabi music listeners increased by 87% year-on-year in 2023, and royalties for Tamil and Hindi music have risen significantly since 2020.

Despite the positive trends highlighted in Spotify’s report, industry observations point to several persistent challenges. Securing placement on Spotify’s editorial playlists remains highly competitive, and navigating the path to international recognition seems complex. While some artists have seen notable increases in royalties and global visibility, this does not necessarily mean that these benefits are distributed equitably across all local talent.

The report indicates growth for Indian artists both locally and internationally. However, industry experts suggest ongoing issues with market competition and the fair distribution of royalties, highlighting that not all local artists are experiencing these benefits equally.