From playlists to pay-lists— streaming platforms go flexi

Audio streaming platforms reshape their business models to turn free listeners into paying subscribers, tiered pricing and micro-transactions have become key to their survival in a market where users are reluctant to pay for content.

- Lata Jha

Though the challenge of monetising audio is tougher than video, it can be eased with small packs and exclusive content, experts said.

Over the past few years, music labels in India have grappled with the shutdown of multiple streaming platforms, including Airtel’s Wynk, Byte-Dance’s Resso and Hungama Music, which failed to crack the paid subscription model.

According to the Ficci EY report, India’s music industry recorded 192 million free streamers in 2024, compared to 12 million paid streamers.

However, bundled or discounted subscriptions through telecom operators and platform offers have recently emerged as strong conversion tiers, lowering the perceived cost barrier.

Heavy listeners prefer premium for good audio quality, an ad-free interface, and access to exclusive content.

In podcasts and audiobooks, superfans are willing to pay for early access, bonus episodes and creator-support features, but it’s a niche group here.