Spotify Urges Regulatory Clarity Amid Global Surge in India’s Music Industry

In 2024 alone, Indian artists were discovered over 11 billion times by global listeners on Spotify, highlighting the surging global popularity of India’s music scene. According to Dustee Jenkins, Spotify’s Chief Public Affairs Officer, this unprecedented recognition underscores the country’s growing influence in the international music industry.

One standout figure is Arijit Singh, who has emerged as the most-followed artist on Spotify with over 144.7 million followers, surpassing even global pop star Taylor Swift, who had 136.8 million followers as of May 5, 2025.

Half of Indian Artists' Revenue Now Comes from International Markets

Jenkins noted that 50% of revenue generated by Indian artists in the past year originated outside India, illustrating the global demand for Indian music. Since Spotify's entry into the Indian market in 2019, the platform has observed steady growth driven by genre diversity, regional content, and a vibrant artist community.

Supporting Emerging Artists Through Dedicated Programs

Spotify is actively promoting Indian talent through several initiatives. RADAR helps identify and support emerging global artists, while EQUAL focuses on increasing visibility for women in music. The company also offers tools like Spotify for Artists, which provides performers with analytics on listener demographics, streaming patterns, and location-specific trends.

These insights empower artists to curate content and even create city-specific setlists, offering hyper-personalized fan experiences that enhance both local and international engagement.

India's Creator Economy Receives Boost but Faces Policy Challenges

The Indian government has demonstrated strong support for the country’s creative sectors, notably through Prime Minister Narendra Modi’s announcement of a ₹1,000 crore Creator Fund. Jenkins praised the initiative, noting its potential to further fuel the creative economy.

However, she warned that overregulation could dampen this momentum. While India continues to explore new rules for over-the-top (OTT) platforms, including music streaming services, Jenkins cautioned that music differs from traditional video content and should not be subjected to the same regulatory framework.

Concerns Over the Digital Media Ethics Code Extension

In early 2024, the Ministry of Information and Broadcasting proposed extending the Digital Media Ethics Code, which governs video OTT platforms, to cover music streaming apps. This raised alarms across the industry, as many fear the move could increase compliance burdens, raise operational costs, and restrict creative expression.

Jenkins emphasized that while Spotify remains committed to dialogue with the Indian government, any new regulation must be tailored to the unique nature of music platforms. "The last thing India would want to do is put regulatory burdens on this industry that limit opportunity," she said.

Spotify's Role in Reducing Piracy and Increasing Monetisation

Spotify's presence in India has already helped curb music piracy and enhance monetisation for artists. By providing a robust platform for legal streaming, Spotify has contributed to a more structured ecosystem where creators can directly benefit from their work.

The platform believes that maintaining the current regulatory environment, which has proven successful, is key to sustaining growth. Jenkins stated, "The ecosystem is working really well right now."

A Global Platform Rooted in Local Culture

Operating globally for 19 years and in India since 2019, Spotify is now focusing on leveraging India's cultural diversity to achieve broader international ambitions. With a vast talent pool and a digitally savvy audience, India is emerging as a key market in the global music landscape.