Malayalam Music Tops Spotify's Fastest Growing Category Globally

Local languages are setting the rhythm on Spotify, both in India and across the globe. According to the streaming platform, Malayalam music is leading the charge as the "fastest growing" among Indian languages in terms of consumption worldwide, boasting a staggering growth rate of 5,300 percent. Following closely behind are Telugu, Tamil, Punjabi, and Hindi music.

Spotify's India-specific editorial playlists such as Hot Hits Punjabi and Punjabi 101 have witnessed remarkable growth and amassed substantial followings globally. Playlists like Hot Hits Hindi and Bollywood Mush are also gaining traction on the international stage.

These insights come as Spotify India celebrates its fifth anniversary in the country. Since its launch five years ago, Spotify has become a significant player in India's music scene, offering both free and premium plans along with an extensive catalog of songs.

The streaming giant notes a remarkable shift over the years, with an 85 percent year-on-year increase in the consumption of Indian music globally. Initially dominated by international music, Spotify in India now sees over 70 percent of its streams originating from local artists and tracks.

Indian artists are not only making waves domestically but are also gaining popularity worldwide. Some of the "most exported artists" streamed globally include composer-singer A.R. Rahman, vocalist Alka Yagnik, singer-composer Anirudh Ravichander, Punjabi artist AP Dhillon, and singer-composer Arijit Singh. Despite being recently surpassed by Taylor Swift in global rankings, Arijit Singh remains the third most followed artist on Spotify worldwide.

Moreover, Spotify's local ecosystem is thriving, with over 28,000 Indian artists utilizing Spotify for Artists, marking a significant increase from the previous year. Additionally, more than 2 lakh podcasts were created using Spotify in 2023, highlighting the platform's growing influence beyond music.