Why Arijit Singh rules over Spotify – Lifestyle News

After ruling our hearts for years with his mesmerising voice, Arijit Singh is now reigning supreme on music streaming services, most notably Spotify. After becoming the first Indian to cross the 100 million-follower milestone on the Swedish audio-streaming major last year, the Tum Hi Ho crooner is now the third most streamed artiste on the platform, just after Ed Sheeran and Taylor Swift.

Singh has talent and versatility—and now even numbers to his credit. But more than anything, his frequent rankings in the hallowed lists only go on to showcase the growing influence of Indian music globally. So much so that India is now the second largest market for music streams across the world with 1.037 trillion plays (video + audio) in 2023, behind the US (1.454 trillion plays) and ahead of Brazil (373.5 billion). Data from global market monitor Luminate suggests Hindi music’s market share of the world’s top 10,000 streaming tracks (audio + video) more than doubled between 2021 (3.8%) and 2023 (7.8%).

The non-English-language music claimed 45.1% of streams of on-demand streaming tracks globally where the top five languages were English (54.9%), Spanish (10.1%), Hindi (7.8%), Korean (2.4%) and Japanese (2.1%).In fact, Spotify counts India among its top five markets in terms of user base, driven by double-digit yearly growth across all regions, with ‘outperformance’ in Latin America and ‘the rest of the world’ region that includes India.As per a report by consulting firm RedSeer, Spotify led India’s music streaming market in FY23 with a 26% share compared to 11% in FY20 (ahead of Reliance’s JioSaavn, Airtel’s Wynk, Apple Music, YouTube Music, Amazon Prime Music, Gaana and others).LV bags to chartered flights – 10 extravagant gifts and services Mukesh Ambani and Nita Ambani gifted their guests at Anant-Radhika wedding partiesBest culinary spots in Lucknow, beyond Tunday KababsA look inside Varun Dhawan’s 4BHK luxurious house in Mumbai’s posh locality; Know about his wife Natasha Dalal, career, brand endorsements, and net worthIn Images | Inside Hrithik Roshan’s sea-facing Mumbai mansion that has a chocolate vending machine and a monkey bar

India’s position in the segment also means it could become the world’s biggest music streaming market, driven by a surge in regional language music, this year. “There are numerous reasons for this increase. The segment is being fuelled by low-cost data plans, growth in smartphone users, on-demand entertainment option for consumers and a developing music scene that features a diverse range of mainstream and local musicians,” says Rohan Nesho Jain, founder of Madverse, a music distribution and DIY artist services platform, which has a global community of over 45,000 artistes from more than 60 countries. With over 100 million streams from more than 4,500 uploaded tracks, Madverse has an ARR (annual recurring revenue) of $140,000. The data-driven platform assists artistes in understanding the preferences and demographics of their audience, and helps local artistes in marketing opportunities.

India also has a massive potential with over 450 million Indians under the age of 30 years, who are increasingly engaging with the next generation of music stars breaking out of the Bollywood mould. “We see a strong emerging trend of music centred around the artiste, and the development of pop culture. As that happens, we are playing a vital role in making connections, in terms of collaborations, writers and producers, but also helping to build context and narrative around these artists, being holistic creative partners for them,” Vinit Thakkar, MD, Sony Music Entertainment India, was quoted as saying in the 2024 IFPI (International Federation of the Phonographic Industry) Global Music Report.

Mass appeal

Incidentally, not just Hindi, regional music, too, is now commanding a major share of popular music streaming apps like YouTube Music and Airtel’s Wynk. “There has been a consistent y-o-y growth of close to 20% in the streams on Wynk in the past two years,” says Abhishek Biswal, head, digital products and services, Bharti Airtel, which owns the Wynk music streaming app, adding, “Hindi continues to hold a major share on Wynk with close to 40% streams coming from the language. Wynk has high consumption from regional audiences and this is evident from the fact that 30% of the streams come from the four key south languages—Telugu, Tamil, Kannada and Malayalam. Languages like Bhojpuri and Haryanvi also see a growing trend.”

Pawan Singh, Khesari Lal, Shilpi Raj (Bhojpuri); Diljit Dosanjh, Shubh, AP Dhillon, Sidhu Moose Wala (Punjabi); and Renuka Panwar, Gulzaar Chhaniwala, Raj Mawer (Haryanvi) are some of the established artistes ruling over Wynk. Among the emerging ones, Navaan Sandhu, Jassa Dhillon and Gulab Sidhu in Punjabi and Dhanda Nyoliwala, Sumit Parta and Khasa Aala Chahar in Haryanvi are doing the rounds.

The RedSeer report also suggests growth in south Indian languages, while Punjabi is the lead contributor in regional music as well as non-film genre in OTT apps. “In the past four years, songs of artistes like AP Dhillon and Diljit Dosanjh have been played not just in the north, but across all states,” adds the report.

Regional languages like Bhojpuri, Haryanvi, Punjabi, Tamil, Telugu and Kannada are making their way into YouTube music charts every week, indicating robust demand from users for music in their native languages.

Similarly, Wynk has deep penetration in Tier 2 and Tier 3 regions, and the increase in regional collaborations with global and other language artistes is leading to the growth of regional artistes and art forms. “Regional songs have become a hit beyond language barriers. The experimentation, innovation and cross-pollination of musical styles looks promising for the evolution and expansion of regional music on a global scale. Several independent artistes in the south are gaining user attention, which was not the case until the last decade. Tracks like Enjoy Enjaammi and Katchi Sera are gaining popularity nationwide. Indie music is growing in the south and with encouraging initiatives like Coke Studio Bharath, indie music looks promising in the future,” says Biswal.

Amazon Prime Music has also inked deals in the past with Indian music label T-Series to strengthen music catalogue for ad-free access to 1,50,000 songs of T-Series, which includes Bollywood songs, non-film albums and regional music titles. In another content deal with Zee Music, Amazon added over 450 film soundtracks in Hindi and regional languages alongside 250 independent artistes’ content adding to the catalogue of millions of Indian and international songs.


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