India is quickly emerging as one of the most lucrative markets for global artists, as rising disposable income, digital penetration, and youth-driven demand reshape the country's entertainment landscape. With nearly a billion internet-enabled devices, low data rates, and a vast English-speaking population, India offers a fertile ground for international performers and event organisers looking to tap into an expanding fan base.

This trend has been on full display in 2025. In January, British rock band Coldplay performed to a record-breaking audience of 220,000 people at Narendra Modi Stadium in Ahmedabad — marking the largest stadium attendance for a concert in the 21st century. The concert not only made headlines across the globe but also created a massive economic ripple effect, injecting an estimated Rs. 641 crore (US$ 75.77 million) into the economy. Out of this, approximately Rs. 392 crore (US$ 46.34 million) directly benefited the city of Ahmedabad, and the government earned Rs. 72 crore (US$ 8.51 million) in GST revenue.

According to Mr. Naman Pugalia, Chief Business Officer at BookMyShow, the leading entertainment ticketing platform in India, the country’s connectivity ecosystem has transformed how people consume music and performances. Digital penetration, combined with rising income levels, has significantly increased exposure among young people to global music genres and international artists.

This combination of economic growth and youth-centric digital engagement is reshaping the live entertainment industry in India. The live events segment, which stood at Rs. 12,000 crore (US$ 1.42 billion) in 2024, is projected to grow at a Compound Annual Growth Rate (CAGR) of 19% over the next three years. Events like Lollapalooza, which successfully debuted in India, indicate a larger trend of international festivals recognising India as a viable, long-term venue.

But it’s not just global artists benefiting from this momentum. Indian artists, too, are scaling up their presence in the live events ecosystem. Domestic musicians are now performing not only in major Indian cities but also touring globally, riding the wave of India’s growing soft power and musical influence. This cross-border entertainment exchange is being bolstered by government support for the creator economy, which includes musicians, influencers, and digital performers.

Mr. Raghav Anand, Partner and Leader at EY-Parthenon, points out that this transformation is strongly linked to the rising creator economy, which is gaining both governmental and corporate backing. Platforms are investing in event infrastructure, and consumer demand is rapidly increasing in Tier-2 and Tier-3 cities.

Cities like Pune, Hyderabad, Kochi, and Bengaluru are witnessing a steady surge in ticketed live events, drawing thousands of attendees. Once seen as secondary markets, these cities are now considered essential stops on any national or international music tour. Event organisers are no longer focused solely on Delhi or Mumbai; the landscape has expanded significantly.

BookMyShow, which started primarily as a movie ticketing platform, is now driving significant revenue through live events. A decade ago, films were the company’s bread and butter. Today, concerts, stand-up comedy shows, theatre productions, and music festivals account for a growing share of the pie.

The economic implications of this shift are substantial. Apart from generating revenue through ticket sales, concerts also drive growth in hospitality, transportation, merchandise, tourism, and food & beverage sectors. Local vendors, hotels, restaurants, and ride-hailing services all benefit during large-scale events. This trickle-down effect contributes meaningfully to urban economies and job creation.

Furthermore, India’s unique position — with a large English-speaking demographic, high social media engagement, and youth-centric culture — makes it ideal for English-speaking global artists looking to expand their reach. Genres that once had niche followings, such as indie rock, electronic dance music (EDM), and K-pop, now enjoy mainstream popularity.

The Coldplay concert in Ahmedabad stands as a pivotal example of this transformation. Beyond the music, the event demonstrated how India’s youth are willing to spend, travel, and engage in experiences that were once seen as exclusive to Western cities. From fan-made posters to viral content and merchandise sales, the concert represented a cultural and economic milestone for the Indian entertainment industry.

On a larger scale, these developments suggest that India is no longer just a content consumer but also a content innovator. Platforms, artists, and event companies are experimenting with hybrid formats, immersive technologies, and new monetisation strategies. These innovations, born in India, are now being observed by the global entertainment industry for potential replication and export.

One of the most encouraging aspects of this evolution is the collaborative nature of the Indian entertainment ecosystem. Established firms, startups, government agencies, and artists are coming together to build world-class infrastructure, enhance user experiences, and create employment opportunities in creative fields.

As international stars like Guns N’ Roses and Travis Scott prepare to perform in India later this year, it is evident that the country is now a priority market in global tour schedules. And the trend is only expected to strengthen.

From economic growth and disposable income increases to the rising creator economy and digital penetration, every indicator points to sustained momentum in India’s live entertainment industry. Whether it’s a college student attending their first live concert or a global brand planning a mega-event, the Indian stage is ready — and the world is watching.

In conclusion, India’s position in the global entertainment industry has changed dramatically in recent years. No longer on the periphery, the country has cemented itself as a global hotspot for live music and entertainment, supported by its economy, demographics, and technological ecosystem. With ongoing support and innovation, this momentum is expected to continue, solidifying India’s place as a central hub in the international live entertainment market.

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