India is rapidly transforming into a global hub for live entertainment, as rising disposable income, extensive digital penetration, and a large English-speaking population fuel demand for international concerts and performances. The economic boom has not only enhanced consumer spending but also revolutionised how audiences engage with live entertainment, placing India on the global map for artists seeking to expand their fan base and revenue streams.

One of the clearest indicators of this trend was seen in January 2025, when British band Coldplay performed in Ahmedabad to a record-breaking crowd of 220,000—the largest stadium audience recorded in the 21st century. The Coldplay concert alone generated an estimated economic impact of Rs. 641 crore (US$ 75.77 million), of which Rs. 392 crore (US$ 46.34 million) directly benefited the local economy and Rs. 72 crore (US$ 8.51 million) was contributed as GST revenue to the government.

With other global names like Guns N' Roses and Travis Scott scheduled to perform later in 2025, the momentum for live international performances in India is expected to continue. This surge is backed by India's expansive digital connectivity, with nearly a billion smart devices and low data rates, providing young audiences with access to global music trends and artists.

Economic and Technological Drivers

India’s economic rise is a significant factor behind the increase in demand for live performances. As incomes rise and the middle class expands, there is a noticeable shift in consumer behaviour towards experiential spending, including concerts, festivals, and live shows. This shift is evident in the data, as the live entertainment market reached Rs. 12,000 crore (US$ 1.42 billion) in 2024, and is expected to grow at a compound annual growth rate (CAGR) of 19% over the next three years.

According to Mr. Naman Pugalia, Chief Business Officer at BookMyShow, the success of global acts in India is no accident. The country’s digital infrastructure, which offers affordable and fast internet, has played a pivotal role in exposing millions of young Indians to global music and entertainment genres. This has created a mature audience base that is not only well-versed in international pop culture but also eager to attend live events.

India’s Strategic Appeal to Global Artists

Several factors make India an attractive destination for international artists:

• Large English-speaking population makes India more accessible to Western artists.

• Well-connected cities with growing infrastructure, including large stadiums and open arenas.

• Youth-dominated demographic with an increasing appetite for global culture.

• Supportive government policies that favour digital expansion and creator-driven entrepreneurship.

India’s draw is not just in its cities like Mumbai and Delhi. Smaller metros such as Pune, Hyderabad, Kochi, and Bengaluru are also witnessing a boom in live events, with a growing appetite for music festivals and performances.

Boost to the Local Economy

Live events are proving to be major economic contributors, stimulating local economies by driving demand for hospitality, travel, food and beverage, and more. The Coldplay concert in Ahmedabad is a prime example, where local businesses—ranging from hotels and transport providers to local eateries—experienced significant revenue spikes.

Additionally, these events provide a boost to the tax base, as demonstrated by the substantial GST collections. The government earned over Rs. 72 crore in GST from one concert, showcasing how such events can contribute to public finances.

The Rise of Indian Artists and the Creator Economy

This growth isn’t limited to foreign artists. Indian musicians and performers are also riding this wave, organising large-scale concerts both domestically and internationally. The expansion of the creator economy, supported by government initiatives, has empowered a new generation of artists to monetise their talent and reach global audiences.

Mr. Raghav Anand, Partner and Leader at EY-Parthenon, emphasised the importance of this shift, noting that the live events sector is no longer confined to mainstream Bollywood entertainment. Instead, it includes independent artists, regional performers, and creators from a wide variety of genres and platforms.

Evolving Business Models and Export Potential

Companies like BookMyShow are already pivoting their business models. Once focused primarily on movie ticketing, they now see live events as a central revenue pillar. The success of festivals like Lollapalooza India is encouraging innovation in event formats, sponsorship deals, merchandise sales, and digital engagement.

These evolving models are not only scalable within India but also offer potential for export. Indian event organisers and platforms may soon take these experiences abroad, turning India into a source of global entertainment concepts, rather than just a market.

Challenges and Opportunities Ahead

While the outlook is largely positive, there are still challenges to address:

• Infrastructure limitations in smaller cities.

• Regulatory and logistical hurdles, including permits and taxation.

• Need for skilled workforce to manage large-scale events.

However, the opportunities outweigh the challenges. As global touring artists seek to diversify their audiences and revenue streams, India provides a compelling destination with its demographic advantages, economic stability, and tech-savvy population.

Conclusion

India is no longer a secondary stop on global tours—it is rapidly becoming a primary market for international and domestic live entertainment. With a booming economy, expanding middle class, robust digital access, and increasing government support, the Indian live entertainment ecosystem is poised for exponential growth.

From record-breaking stadium concerts to emerging city festivals, India’s music and live event landscape is being reshaped, not just by consumption, but also by innovation and global relevance. As disposable incomes continue to rise and digital access deepens, India is set to become one of the world’s most important live entertainment markets in the coming decade.

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