iWorld
Music licensing and the creator economy: Navigating the opportunities and challenges
Mumbai: The massive growth of content creation has created a major money-making opportunity for music companies. As content creators increasingly incorporate audio and visual elements to captivate their audiences across various platforms, the demand for licensed music has experienced a substantial surge. As of 2024, over 700,000 Indian creators have established a financial foothold on YouTube, with an additional 20 times more aspiring to reach that milestone. Presently, 80 per cent of YouTubers incorporate music in their videos, spanning songs, background music, and sound effects. The quality and regional relevance of the music directly correlate with impact and engagement levels, highlighting its pivotal role in content creation.
Recognizing this remarkable opportunity, major music industry players are promptly adapting their business models to capitalize on this trend. They are partnering with music licensing platforms and making it easy for content creators to properly license music. By taking advantage of the content creation boom, music companies can make a lot of money while helping creators follow copyright laws.
Opportunities in the Creator Economy
Using unlicensed music by content creators, even just one track, could result in losing all video revenue to copyright claims. To fill this lag and meet the increasing demand for licensed music, more Music Licensing Platforms have emerged, providing musicians, composers, and producers with additional earning opportunities. These platforms offer a wide range of music options for content creators to seamlessly incorporate into their videos while ensuring compliance with copyright regulations. Furthermore, the pandemic has accelerated the adoption of digital tools and home-based music production, enabling musicians to create high-quality soundscapes from the comfort of their own spaces.
Statistics from YouTube reveal that a staggering 84% of videos on the platform contain at least 10 seconds of music, underlining the ubiquitous presence of music in content creation. This trend extends beyond YouTube to various other platforms such as short-format apps, tutorials, television, radio, and OTT platforms. As creators recognize the importance of sourcing music that aligns with their content’s theme and mood, the demand for diverse tracks continues to grow exponentially.
Challenges and Solutions
One of the primary challenges in music licensing is in terms of rights and permissions, particularly in diverse regions like India with rich musical traditions. Each region has its own unique musical identity, necessitating a nuanced approach to selecting music that resonates with local audiences. Moreover, while enterprise customers and brands recognize the value of licensed music for their promotional material, negotiating the complexities of licensing across multiple channels remains a daunting task.
To address these challenges, Music Licensing Platforms play a critical role in bridging the gap between supply and demand, offering a wide array of licensed music tailored to diverse needs. These platforms not only facilitate transactions between buyers and sellers but also simplify the licensing process, ensuring compliance and legality. By offering quick, reliable, and streamlined services, these platforms enhance their appeal to content creators and enterprise customers alike.
Future Outlook
The future of music licensing in the creator economy appears bright, offering promising opportunities despite the challenges. With the music publishing industry generating a substantial $5.9 billion in revenue, as reported by the Warner Music Group in 2021, and over $1 billion coming from licensing deals, growth potential is evident. Additionally, Universal Music Group experienced significant revenue growth, reaching 3.21 billion euros ($3.45 billion) in the final period of 2023, marking a 9% year-over-year increase (15.6% in constant currency). This growth was driven by strong physical sales and licensing, highlighting the continued importance of licensing activities in the industry. In India, platforms such as Hoopr have witnessed substantial uptake, signaling a promising growth for the sync licensing industry.
Looking ahead, raising awareness on copyright issues and enhancing the efficiency of Music Licensing Platforms will be crucial for further increasing adoption. As the creator economy continues to flourish, music licensing stands out as a game-changer, offering a win-win situation for all stakeholders involved. By providing a holistic platform for musicians and content creators to collaborate, these platforms pave the way for new opportunities and discoveries in the entertainment industry.
To Conclude
Music licensing represents a cornerstone of the creator economy, offering a dynamic ecosystem where creativity meets compliance. As the industry continues to evolve, embracing the potential of music licensing platforms is essential for navigating the opportunities and challenges of the digital age.
The Author of this article is Hoopr.ai co-founder & CEO Gaurav Dagaonkar.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
