Spotify doubles down on artist-first music in India as Indian creators’ royalties climb

Spotify says homegrown independent acts are reshaping its India charts, with artist royalties up 29 percent in 2025, as the streaming giant expands support programmes and pushes Premium subscriptions in a market where paying users remain scarce.

Spotify is placing a larger bet on India’s independent music scene, saying the country’s shift toward artist-led releases is central to its plans for growth in one of its most important markets.

Dhruvank Vaidya, Head of Music and Podcast at Spotify India, said the industry’s long-term health depends on growth across the entire artist pyramid, from newcomers to the biggest names.

India is among Spotify’s largest and fastest-growing markets by monthly active users. The company does not release country-level figures, but industry estimates place its Indian base at close to 150 million, against 788 million worldwide at the end of the third quarter of 2026.

A market moving beyond film music

India has long been dominated by film soundtracks, but Vaidya said independent artists are now building their own identities and audiences outside cinema. The change is visible on the charts: five of Spotify India’s top 10 tracks in 2025 were artist-first releases, and the top five in recent weeks have also been of that kind.

Earnings are following suit, according to Spotify’s annual Loud & Clear report, released last month. The number of Indian artists earning over Rs 1 crore on the platform rose 21 percent in a year, while those earning above Rs 5 crore have doubled in three years. Total royalties generated by Indian artists grew 29 percent in 2025, with gains across several languages. Telugu royalties jumped more than 120 percent, Marathi rose nearly 50 percent and Bengali close to 40 percent, though Spotify did not share absolute figures.

The report also found that over 40 percent of Indian artists’ 2025 royalties came from listeners abroad, and that 11 of the 15 most-exported Indian tracks were independent releases.

Programmes to build visibility

To sustain this momentum, Spotify runs several initiatives. Fresh Finds highlights new independent acts through playlists, while Radar, its flagship programme for emerging musicians, pairs playlist placements with marketing support. Radar added Malayalam this year after launching in Punjabi and Tamil.

For established performers, the I-Pop series offers dedicated playlists and live events. Its second I-Pop Icons Live edition took place in Mumbai in August, featuring Anuv Jain, Harrdy Sandhu, Rashmeet Kaur, Paresh Pahuja and Taaruk Raina. The Equal initiative promotes women artists, and masterclasses cover digital marketing, intellectual property, contracts and sound production.

Playlists remain a key route to discovery. India has about 56 million user-created playlists featuring an Indian artist, compared with 116 million globally, and Spotify’s editors curate playlists in 10 languages.

Premium push

Spotify also wants more Indian listeners to pay. In August it launched Premium Early Access, letting subscribers hear select releases up to three days ahead of everyone else. Universal Music Group is the first label partner, with tracks by Badshah and Harrdy Sandhu among the first. Premium-only fan events and live shows are also planned.

Fewer than 10 percent of Spotify’s Indian users currently subscribe to Premium, though senior management sees considerable room for long-term growth.