Only 14 Million Indians Pay For Music Despite Near-Universal Streaming: EY–IMI Report
Although 86% had paid for video streaming, just 38% had paid for a music streaming subscription
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Despite music being one of the most widely consumed forms of digital entertainment in India, paid music streaming continues to lag behind overall consumption, according to a new report by EY and the Indian Music Industry (IMI).
The report, How India Listens, Streams and Pays for Music, estimates that India had around 14 million paid music subscriptions in 2025, even though 96% of smartphone users listen to music and four out of five spend more than an hour a day consuming audio content. It projects that the paid subscriber base could nearly double to 28–30 million by 2028, driven by product innovation, strategic partnerships and changing consumer preferences.
The study highlights a significant monetisation gap. While 86% of respondents said they had paid for a video streaming service at some point, only 38% reported ever paying for a music streaming subscription. This suggests that although music consumption is nearly universal, converting listeners into paying subscribers remains a major challenge for streaming platforms.
Consumer behaviour indicates that pricing and product design could play a key role in accelerating paid adoption. Around 61% of users who currently rely on free services said they would consider subscribing if free listening options were unavailable and subscription plans were reasonably priced. Existing subscribers cited ad-free listening, on-demand playback and better audio quality as the primary reasons for paying.
The report also notes changing music discovery habits. While streaming platforms remain the preferred destination for uninterrupted listening, users increasingly discover new music through social media, short-form video platforms and reels before moving to dedicated music apps for longer listening sessions.
According to EY and IMI, the next phase of growth for India’s music streaming industry will depend less on attracting new listeners and more on improving monetisation by encouraging free users to transition to paid subscriptions through enhanced value propositions and affordable pricing.