Spotify had recently launched its services in the Indian market and since then it saw a surge in the number of its subscribers. The company brought its services in India in February 2019 and with it, came a new level of competitiveness and competition in the previous music streaming services running in India. Spotify is known for its categories of music and that is the reason it is used on a global scale. Few months after its launch in India, Spotify has released a list of the most discovered artists by ‘Gen Z’ in India.
Spotify is not only increasing in its user and listener base but also on the number of artists and singers available on its platform. Taking a closer look on Spotify’s playlist, the 18 to 24 years old listeners in India are discovering music which is not just limited to the Western and pop, but they are also expanding their taste in music by listening to K-pop and EDMs. Spotify also states that 18 to 24 years old listeners are the largest Spotify listeners on a global scale with more than 34% of overall listeners.
According to Spotify, the 18-24 years old Indian listeners (Gen Z) have discovered the most music in three main categories in the last 60 days – EDMs, tracks from DJs, K-Pop and Artists who creates sleep and meditation music. Each category has its own top 10, and in the EDM section, we see that Normani’s collaboration with Khalid for Love Lies has been one of the most listened tracks followed by CHVRCHES with Marshmello for Here With Me. Spotify has also discovered that in the Top 40 artists list 25% are K-Pop artists/ bands – TWICE, TOMORROW X TOGETHER, SUNMI etc. Lastly, in the sleep and meditation music, Steven Goldmund, Rand Aldo and Primer Dia are the most discovered artists on Spotify.
Other than that, Spotify has also come up with an ‘India Discovers’ playlist based on the listening trends of the 18-24 years old listeners in the country.
Spotify even released a Top 10 list of the music and artists listened to by the Indian and global listeners. Here is the list:
The Top 10 most discovered artist on Spotify, globally:
4. TOMORROW X TOGETHER
5. Tyla Yaweh
6. Shirin David
7. El Alfa
8. The Prince Karma
9. Heuss L’enfoiré
10. Gigi D’Agostino
The Top 10 most discovered artists on Spotify India (3 of the global most discovered on this list):
3. Cigarettes After Sex
6. Haley Reinhart
7. TOMORROW X TOGETHER
8. Steven Goldmund
10. Rand Aldo
The Top 10 K-pop artists that Gen Z is discovering in India:
- TOMORROW X TOGETHER
10. Red Velvet
The Top 5 artists discovered on Spotify India, based on their collaborations making their presence felt beyond borders. These artists are gaining popularity and landing on “ones to watch” lists, showing that Spotify India’s Gen Z listeners are true future forecasters:
- Normani (with Khalid for Love Lies)
- CHVRCHES (with Marshmello for Here With Me)
- Au/Ra (with Alan Walker for Darkside)
- Lil Jon (with DJ Snake for Turn Down For What)
- Slushii (with Marshmello for Twinbow)