India emerging as a destination for global live music as concert economy picks up: PwC

The live music industry has witnessed a massive growth of 414% from $29 million in 2020 to $149 million in 2024, according to PwC’s Global Entertainment & Media Outlook 2025-29 report.

The industry is projected to grow at a 19% compound annual growth rate (CAGR) to reach a market size of $164 million by 2029 on the back of global tours, rising festivals, and a digitally engaged audience. The report pointed out that Coldplay’s Republic Day concert in Ahmedabad drew 83 lakh livestream viewers, and 1.34 lakh in live attendance, becoming India’s largest concert ever.

“Major acts like Dua Lupa, Maroon 5, Bryan Adams, Guns N’ Roses, Green Day and Ed Sheeran have performed in India, while music festivals like Lollapalooza, Sunburn, and Bandland are redefining the landscape,” the report noted.

It said that in 2024, the sector grew 15% adding ₹1,300 crore in revenue, with Coldplay’s tour alone generating ₹641 crore alone generating ₹641 crore in economic impact.

The event tourism in India is booming, with half a million fans travelling for concerts and VIP ticketing seeing triple-digit growth. Celebrities are expanding their multi-city tours, while homegrown stars are creating nationwide markets.

The impact of such events extends well beyond the stage, influencing sectors such as hospitality, transport, retail and indirect employment. For instance, the report pointed out that festivals like Sunburn Goa generate regional spending of approximately ₹250 crore, while Lollapalooza sold out six months in advance with ticket prices ranging from ₹5,999 to ₹47,999. With 70-80 concert days annually drawing crowds of 10,000, India is rapidly positioning itself as a global hub for immersive entertainment experiences, the report added.

According to a whitepaper titled India’s Live Events Economy: A Strategic Growth Imperative by the Ministry of Information and Broadcasting, presented at the World Audio Visual & Entertainment Summit 2025 (WAVES 2025) that took place in Mumbai, India’s live entertainment sector is experiencing a transformative shift, transitioning from a fragmented landscape into a formalised, high-impact pillar of the nation’s cultural and creative economy.

It said that tier 2 cities such as Chandigarh, Lucknow, Gandhinagar, Vadodara, Shillong, Jamshedpur, and Bidadi experienced substantial growth in event participation, propelled by multi-city tours and regional festivals that expanded audience bases and boosted local economic activities.

However, the ministry report has also pointed out certain critical structural challenges that limit the sector's potential:

1. Major Indian metros lack globally compliant, purpose-built venues for large-scale concerts and events

2. Licensing procedures remain fragmented, often requiring promoters to navigate more than ten separate permissions per event

3. Music performance rights and associated tariffs continue to be decentralised and opaque, creating barriers for smaller promoters and venues

4. The sector currently lacks formal classification within India's MSME or creative industry policy frameworks.

The whitepaper says that by 2030, India aims to firmly establish itself among the world's top five live entertainment destinations, recognised not merely for the volume of events it hosts, but celebrated globally for the creativity, quality and cultural ambition it embodies.