At the inaugural World Audio Visual & Entertainment Summit (WAVES) in Mumbai, YouTube unveiled a powerful suite of initiatives aimed at accelerating the global rise of Indian music artists. These strategic efforts are designed to boost artist visibility, deepen fan engagement, and fuel the growth of India’s dynamic digital music landscape.
YouTube CEO Neal Mohan underscored India’s evolution into a true “Creator Nation,” revealing that over 100 million Indian channels uploaded content in the past year, with more than 15,000 of them crossing the one-million subscriber mark. He highlighted YouTube’s profound economic impact in India, noting that the platform has disbursed over ₹21,000 crore to Indian creators, artists, and media companies over the past three years.
Reaffirming YouTube’s commitment to India’s creator economy, Mohan announced an investment of over ₹850 crore in the next two years. This move is set to accelerate opportunities for Indian talent to turn creativity into sustainable careers and grow devoted global audiences. In a striking testament to this momentum, content from India garnered more than 45 billion hours of watch time from international viewers last year alone.
Neal Mohan, CEO, YouTube said, “YouTube’s ability to connect a creator anywhere with audiences EVERYWHERE has made it a powerful engine of cultural export, and few nations have leveraged this as effectively as India. Today, India isn’t just a world leader for film and music – it’s rapidly becoming what I’m excited to call a “Creator Nation.”
Among the key announcements was the launch of YouTube Music Nights in India—an exclusive series of live, curated events designed to bring fans closer to their favorite artists. The debut event at WAVES featured compelling performances and collaborations, including The Dharavi Dream Project with Beatpella and a standout set by KING alongside international DJ Alan Walker, showcasing the electrifying energy future editions promise.
YouTube also continues to champion independent artists through its acclaimed Foundry program, which will soon welcome the 2025 India cohort. This global artist development initiative provides emerging musicians with vital support to grow their careers internationally. Notably, 2022 Foundry alum Kayan recently opened for global pop icon Ed Sheeran—highlighting the program’s far-reaching impact.
In a bid to amplify regional music, YouTube expanded its Weekly Top Music Videos charts to include Hindi, Punjabi, Tamil, Telugu, Haryanvi, and Bhojpuri—broadening discovery and recognition for artists across India’s linguistic and cultural spectrum. Additional languages are expected to be added soon, further celebrating the diversity of Indian music.
Lyor Cohen, Global Head of Music, Google and YouTube said, “Our investments in India are centred on a singular goal: to fuel the artist’s journey. Through our product and programs, we’re continuing to cultivate an ecosystem where discovery, listening, and passion forge meaningful fan connections. We are committed to helping propel India’s musical renaissance onto the global stage, empowering every single artist – from the biggest names to emerging voices in the smallest villages – to share the magic and power of their music with the entire world.”
Through these bold initiatives, YouTube is not only strengthening India’s place in the global music scene but also empowering a new generation of artists to dream bigger and reach farther.
