By Kristin F. Ruhs /

If you needed further evidence of YouTube’s outsized popularity in India, you got it twice in the past week. First came YouGov’s music streaming study, which claimed that 66% of all urban Indian adults use YouTube for music. Now New Delhi and New York-based social streaming networking platform’ Flyx has surveyed more than 550 18-65 year-olds in Indian metro cities such as New Delhi and the National Capital Region, Mumbai, Bengaluru, Chennai, Pune, Hyderabad and Kolkata.

When asked to name their ‘most favoured’ services to play ‘audio content’ 82% of the respondents chose YouTube, with Spotify in a somewhat distant second place (48%) ahead of Gaana (38%) and JioSaavn (25%).

That YouTube is where most Indians consume music is of little surprise, given that it’s believed to now have around 340 million monthly active users in the country, almost twice the 185 million MAUs claimed by Gaana. However, the positions of the audio platforms were likely skewed by the urban-centric sample.

The survey also found that 52.4% of respondents use these services on a daily basis, and that 66.2% preferred audio content over video content “for its ease of access”. Discouragingly, 45.5% of them said they were not willing to pay for audio streaming, although nearly 47% said they were ‘ready to pay a content creator if they found the content interesting’.

Image by Kristin F. Ruhs /

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