India’s fandom economy may hit $10 billion by 2028: Report

MUMBAI: Myfandom is betting big on the business of being a fan. Its latest India Fandom Report suggests the country’s fandom economy could touch $10 billion by 2028, fuelled by a surge in concerts, streaming, films and music culture.

The report captures a shift that is hard to miss. Fans are no longer passive spectators. They are active participants, shaping trends, driving demand and, increasingly, opening their wallets for experiences that go beyond the screen.

From official merchandise to live events and community-led engagement, fandom has become a full-fledged ecosystem. According to the study, 45 per cent of fans say official merchandise brings them the most joy, while 40 per cent are keen on meet-and-greet experiences with their favourite artists.

Calling the report a timely initiative, Devendra Fadnavis said it highlights the growing influence of fan communities and their role in shaping cultural narratives, while also recognising platforms that connect Indian audiences with global entertainment.

Myfandom co-founder Jinal Ajmera said, “India’s influence on global culture is now visible across media and entertainment. The influx of international artists, festivals and collaborations made 2025 the year of fandom.”

She added that the report aims to document and celebrate the rapid rise of India’s soft power through fan-driven engagement.

Myfandom co-founder Vivek Ajmera said, “We are on a journey to empower fans to live their fandom. As India’s economy grows, the fandom economy offers a powerful lens to understand the country’s orange economy and its next wave of growth.”

The report also brings together voices from across the industry, including Jay Mehta, Perry Farrell and Anjula Acharia, who manages Priyanka Chopra Jonas, alongside leaders from platforms like Netflix India.

It also shines a light on fan moments that blur the line between audience and artist, from singing on stage with global stars to being invited into exclusive fan circles.

At its core, the report positions India firmly in what it calls the “fandom era”, where cultural influence, commerce and community collide. For brands, artists and platforms alike, the message is clear. The fans are not just watching anymore. They are driving the show.