Independent music artistes saw their popularity surge in 2020. As stuck-at-home Indians, in the wake of pandemic-led curbs, looked for entertainment options. As a result, Swedish audio streaming service Spotify’s Indie India playlist grew 90% in 2020. Spotify listener in India streamed nearly 150 artists and three podcasts last year. Currently, 90% of Spotify’s podcast listeners from India are under the age of 35. The average happiness rating of all music streams rised 2% on Spotify India during this time.
Spotify Inform Indie Playlist Grew 90% Year-On Year
Without many new offerings, Indians seem to have turned to emerging sources of entertainment during the pandemic. Spotify show while much of its initial growth was driven by younger consumers. Last year saw a notable increase in brand traction among those over 35 years of age. This number doubled among the group between January of last year and this year. Other Spotify playlists that have grown the most year-on-year include Bollywood Dance Music, Latest Tamil, Top Hits Hindi, Latest Telugu, and Hot Hits India. Currently, 70% of listeners who stream podcasts on Spotify, love pop music, the service said.
For those aged 17 years and below in India, international pop was a favourite. With the generation’s top streamed tracks including Melanie Martinez’s Play Date, Trevor Daniel’s Falling and Imagine Dragons’ Believer. However, BTSs’ all-English chartbuster Dynamite became a fast favourite for this age group after its August 2020 release.