MUMBAI: The global music brand Spotify entered the Indian market early this year to be amazed with the discoveries of young India on the music platform. Inspired by Gen Z’s inquisitive nature the music brand added a new playlist – ‘India Discovers’. The playlist is based on the listening trends of 18-24 year olds in India.

The research also brought out some interesting facts about the millennial preference in the country known for its mysticism.

Since February 2019, Spotify has been powering an average of 11 billion artist discoveries per month (globally) which means that listeners are vastly open to expanding their taste in music. In fact, 18 to 24 year-old listeners were particularly tagged ‘limitless’ by the global brand, when it comes to the genre of the artists they decide to stream for the first time. This age comprises more than 34 per cent of overall listeners.

Over the last 60 days, the 18-24 year olds on Spotify in India streamed a wide genre of music, with three trends emerging the strongest - collaborative tracks with DJs, K-Pop bands and artistes creating sleep/meditation songs. Apart from these artistes such as Haley Reinhart and Kurt Hugo Schneider, Sam Tsui and DSharp, who did cover versions of popular tracks also made it to the list with Can't Help Falling in Love and Girls Like You, respectively.

Top 10 most discovered artists on Spotify India

1. Normani

2. CHVRCHES

3. Cigarettes After Sex

4. Au/Ra

5. AronChupa

6. Haley Reinhart

7. TOMORROW X TOGETHER

8. Steven Goldmund

9. iKON

10. Rand Aldo

Top 10 K-pop artists that Gen Z is discovering in India

1. TOMORROW X TOGETHER

2. iKON

3. SUNMI

4. TWICE

5. MAMAMOO

6. BIGBANG

7. ITZY

8. MOMOLAND

9. SEVENTEEN

10. Red Velvet

Top 5 artists discovered on Spotify India, based on their collaborations

1. Normani (with Khalid for Love Lies)

2. CHVRCHES (with Marshmello for Here With Me)

3. Au/Ra (with Alan Walker for Darkside)

4. Lil Jon (with DJ Snake for Turn Down For What)

5. Slushii (with Marshmello for Twinbow)