India Is the Stage and the World Is Performing | Disha

Abstract

The potential of the Indian fans has changed the global entertainment dynamics. From Dua Lipa’s viral mashup performance in Mumbai to YouTuber MrBeast’s growing engagement with India, the significance of this diverse and vast demographic is impossible to overlook. This article explores why international artists and content creators increasingly tailor their offerings for Indian consumers. With widespread internet penetration, rising purchasing power, and a versatile appetite for varied content, India represents more than just a massive population; it embodies a global bridge. The Indian audience’s fluency in English and access to international platforms amplify their influence, making them a gateway to global stardom for creators worldwide. By analyzing current trends and data, this article highlights why India is no longer just a market—it’s the market that content creators must cater to for sustained global success.

Introduction: A Concert, a Mashup, and a Viral Moment

When Dua Lipa performed in Mumbai, it wasn’t just another international artist stopping by on a world tour. The concert broke the internet not just because Lipa herself is a star performer but also because she acknowledged a uniquely Indian phenomenon: the viral mashup culture. Lipa performed her chart-topping hit "Levitating," blending it with "Woh Ladki Jo Sabse Alag Hai," a fusion that had taken Indian social media by storm. This move struck a chord with fans and sparked global conversations about the power and importance of Indian audiences.

But this story isn’t just about Dua Lipa or that viral moment. It’s a window into a larger trend—India’s growing influence on global content creation and consumption. From global pop stars to YouTube giants like MrBeast, everyone is tapping into the potential of the Indian audience.

India’s Audience: More Than Just Numbers

When people think of India, the first thing that comes to mind is its sheer population—over 1.4 billion people. But catering to the Indian audience isn’t just a numbers game. India’s audience is incredibly diverse, with a wide range of languages, cultures, and tastes. This makes it a highly dynamic and rewarding market for content creators.

Here’s why the Indian audience stands out:

1. Purchasing Power:

India’s expanding middle class has more money to spend on things like concerts, merchandise, and subscriptions to services like Netflix, Spotify, and YouTube Premium. This economic change has made India a hot spot for global businesses.

2. Internet Penetration:

According to the Indian government, internet penetration in the country has skyrocketed, with over 950 million internet subscribers as of March 2024. Cheap smartphones and budget-friendly data plans have made it easy for almost everyone to get online. This number is only going to grow, giving content creators even more chances to connect with their audience.

3. Cultural Versatility:

Unlike many other audiences with specific tastes, Indian consumers enjoy a broad spectrum of content. Whether it’s Bollywood blockbusters, Korean dramas, international music, or regional indie hits, the Indian audience is wonderfully diverse.

4. English Proficiency:

India is one of the largest English-speaking countries globally. This language skill lets Indians easily enjoy international content, whether it’s Dua Lipa’s songs or MrBeast’s YouTube videos.

5. Social Media Powerhouse:

India is home to some of the world’s largest user bases on platforms like Instagram, YouTube, and TikTok (before its ban). When something trends in India, it often reverberates globally.

Why Everyone Is Looking at India

When MrBeast, one of the world’s biggest YouTubers, visited India, it was more than just a trip—it was a strategic move. India’s massive user base on YouTube, coupled with the virality that comes from Indian social media interactions, makes it a treasure trove for creators. When Indian viewers share, like, and comment on content, it can propel creators to international stardom.

Similarly, Dua Lipa’s mashup wasn’t just a nod to her Indian fans; it was a calculated acknowledgment of their influence. By incorporating an Indian viral trend into her performance, she not only guaranteed a packed concert but also created a social media sensation that echoed across the globe.
It’s not just entertainment; brands and platforms are also catching on. Netflix, Spotify, and Amazon Prime have localized their content and pricing for India. Even global phenomena like K-pop and Marvel have tailored their strategies to woo Indian fans.

The Numbers That Matter

Here are some statistics that underline why India is a golden market:

• Content Consumption: Indians spend an average of 6.5 hours daily consuming content online.
• YouTube Dominance: India contributes the largest audience for YouTube, with over 476 million users as of July 2024.
• Streaming Services: Platforms like Netflix and Amazon Prime Video have reported exponential growth in Indian subscriptions, especially after introducing region-specific content and pricing.

The Global Gateway

India’s role in the global entertainment landscape is not just about consumption; it’s about amplification. When content goes viral in India, its international reach skyrockets. The mashup culture shown at Dua Lipa’s concert highlights how Indian creators take global trends, remix them, and breathe new life into them, making these trends uniquely their own.
For creators aiming to achieve global stardom, India is no longer optional—it’s essential. With its unique mix of a large population, widespread internet access, and diverse culture, India is the perfect place to test and launch new content.

Conclusion: The Indian Audience as Kingmakers

Dua Lipa’s Mumbai concert and MrBeast’s strategic engagement with India underscore a simple but powerful truth: the Indian audience is now a cornerstone of global entertainment. They have the numbers, the means, and the platforms to make or break trends.

Whether you’re an artist, a YouTuber, or a streaming giant, catering to Indian consumers is not just a business decision; it’s a necessity. The Indian audience isn’t just consuming content—they’re shaping the future of global entertainment. As creators look to the future, one thing is clear: the road to global success runs through India.

(Author: Disha, Ph.D. Scholar & Senior Research Fellow, Dr. K. R. Narayanan Centre for Dalit and Minorities Studies, Jamia Millia Islamia, New Delhi, India)