New Delhi, Aug. 26 -- Unlike video streaming platforms, which have long relied on aggregator and telecom bundles for distribution, audio services in India have been slower to catch up. However, a recent report by EY and the Indian Music Industry (IMI) says e-commerce bundling and tiered offerings can play a significant role in driving growth for the sector, with Arpu (average revenue per user) at Re 1 per day.

According to the EY-IMI report, India had 14 million paid music subscriptions as of December 2025, a fraction of the more than 200 million paid video-streaming subscriptions.

"Bundles have a role to play in growing streaming markets, and partnerships like Vi are an important part of how we reach new listeners across India. But gro...