YouTube Leads Spotify In India’s Music Streaming Race, Says EY–IMI Report

YouTube has emerged as the most-used individual platform for music streaming in India, narrowly edging out Spotify, according to the latest How India Listens, Streams and Pays for Music report by EY and the Indian Music Industry (IMI).

The report found that 32% of surveyed smartphone users listened to music on YouTube over the past three months, while Spotify followed closely at 31%. Amazon Music ranked third with 17% usage, followed by JioSaavn (16%), Gaana (11%) and Apple Music (8%). Radio, television and films were cited by 17% of respondents, while 10% admitted to using pirated sources for music.

EY and IMI noted that these figures reflect platform usage rather than paid subscriber numbers or market share, as respondents often use multiple services simultaneously. Dedicated digital streaming platforms collectively reached 60% of users, highlighting that listeners frequently switch between apps based on convenience and content rather than remaining loyal to a single platform.

The report also underscored YouTube's role in India's music ecosystem, with free access continuing to influence consumer behaviour and presenting a challenge for subscription-based streaming services seeking to improve monetisation.