Despite music being among the most consumed forms of digital entertainment in India, paid music streaming remains significantly underpenetrated, according to the report by EY and the Indian Music Industry (IMI), How India listens, streams and pays for music. The report estimates that India had approximately 14 million paid music subscriptions in 2025 and that the subscriber base could grow to 28–30 million by 2028, supported by product innovation, partnerships and evolving consumer preferences.
The EY–IMI report is based on a survey of more than 15,000 smartphone users across India and explores music consumption behaviour, subscription trends and factors influencing willingness to pay for music services. The findings indicate that music engagement remains exceptionally strong, with 96% of smartphone users listening to music and four out of five listeners spending more than one hour each day consuming audio content.
However, a substantial gap remains between consumption and monetization. While 86% of respondents reported paying for video OTT (Over-the-Top) services at some point, only 38% said they had ever paid for a music streaming service, including where bundled. According to the EY–IMI analysis, widespread availability of free alternatives and limited differentiation between free and premium offerings continue to influence subscription adoption.
Interestingly, 61% of respondents were willing to pay for streaming music if free alternatives disappeared and pricing was reasonable. The balance 39% would still not pay, and move to pirated and other sources of music.
Blaise Fernandes, President, Indian Music Industry (IMI) said, “Art requires more than just inspiration; it requires economic oxygen. To take Indian music global and discover our next generation of talent, we must transition from being a passive consumer market into active patron’s market. Paying for an audio digital subscription is a direct investment by the fan to show support to their favourite performers and also helps in preserving and exporting our rich cultural heritage.”
Vikram Mehra, Chairman, IMI said, “EY-IMI’s Consumer study validates our belief that Indian consumer is ready to pay for quality. We look forward to working with our partners, the DSPs, in expanding the audio paid services ecosystem in India. The eventual goal is to get India into the top 5 music market of the world.”
Commenting on the findings, Ashish Pherwani, Partner and Leader, Media & Entertainment Sector, EY India said: “Music remains one of India’s most consumed forms of digital entertainment. The report highlights an opportunity for the industry to further strengthen subscription adoption through improved consumer awareness, differentiated offerings and innovation that responds to evolving listener preferences.”
The EY–IMI report notes that dedicated music streaming platforms remain the preferred destination for structured listening experiences, with 60% of respondents using digital service providers for music consumption. At the same time, discovery increasingly takes place through short-form video and social platforms, influencing how users engage with music services.
Key findings
- 96% of smartphone owners consumed music, of whom 80% listened for over an hour a day
- 38% of smartphone users had ever paid for music, while 86% had ever paid for video (including bundles)
- 60% of smartphone users listened to music on DSPs (digital service providers), compared to 32% on YouTube
- 61% were willing to pay if all free options ended and the price was reasonable
- Free alternatives and limited perceived differentiation between free and premium services remain key barriers to subscription growth
- Consumers who pay for music primarily cite ad-free listening, playback control and higher audio quality as reasons for subscribing
- The report estimates that India’s paid music subscriber base could reach 28–30 million by 2028
