Music is an integral part of Indian culture. A recent survey conducted by Nielsen showed that 94 percent of the Indian population listen to music. Indian films and videos are linked to music in an extremely powerful way with Bollywood
music and regional film music the two most preferred genres.
According to the results of the survey
, Indians on average consume approximately 20 hours of music per week, either as a primary or background activity. The major part of these 20 hours comes from streaming, with music video streaming dominating at 21.6 percent of overall music consumption. This is vastly different from global music powerhouses like the United States, where approximately 23 percent of the music consumption is through audio streaming.