REELS, STREAMS, AND MONEY DREAMS

After fending off piracy, India's music companies are now jamming as streaming and viral short-form videos turn clicks into cash

- 

After fending off piracy, India’s music companies are now Jamming as streaming and viral short-form videos turn clicks into cash Music companies in India are experiencing interesting times. After struggling for years with piracy and intense competition, these labels are now recording healthy revenue growth thanks to new digital streams. One such emerging source is short-form videos.

In an era when attention spans are dwindling, platforms like YouTube Shorts and Instagram Reels have become indispensable parts of daily entertainment for many Indians - statistics confirm this trend.

Music, in particular, has benefited greatly from the surge in short-form video consumption. It is estimated that these videos will boost music label revenues significantly over the next three to five years, primarily because the background music is owned by the labels themselves. In this context, let us explore how music companies are set to benefit from the rising popularity of short-form videos.

THE JOURNEY

Music, one of the oldest forms of art, is integral to nearly every culture and holds a special place in India, where it is central to rituals and celebrations throughout the year.

Over time, music companies with diverse catalogues spanning multiple languages have enjoyed steady revenue growth. Initially, music was sold in the form of vinyl records and cassettes, but the digital revolution that began in the late 1990s transformed the industry, culminating in the emergence of audio streaming platforms in recent years.

According to the report 'The Music Economy Creator - The Rise of Music Publishing in India' by EY India, over 20,000 to 25,000 original songs are created each year by more than 40,000 music creators, excluding remixes and contributions from the unorganized sector.