India's entertainment landscape is undergoing a massive shift with live concerts and music festivals taking centre stage. As fans flock to performances by global icons like Coldplay, Ed Sheeran, and Diljit Dosanjh, traditional cinema—especially Bollywood—is seeing a notable dip in box office numbers. ETimes here explores the explosive growth of India's live entertainment industry, its economic impact, and whether this signals a long-term shift in consumer preferences away from Bollywood films.
A Booming Live Entertainment Landscape
In 2024, India's live entertainment sector experienced remarkable growth. BookMyShow, a leading ticketing platform, reported hosting over 30,687 live events across 319 cities, marking an 18 percent increase compared to the previous year, according to EventFAQS.com. This surge in live entertainment in India isn't confined to metropolitan areas; Tier-2 cities like Kanpur, Shillong, and Gandhinagar witnessed a staggering 682 percent growth in live events, indicating a democratization of entertainment access across the country.
The trend is further evidenced by the increasing number of fans traveling outside their cities to attend concerts. For instance, over 477,393 fans reportedly journeyed to different cities for live music events, with Coldplay's 'Music of the Spheres' World Tour in Ahmedabad attracting attendees from over 500 cities and 28 states, according to ey.com.
Is there a concern that stars might start prioritizing live tours or appearances over traditional film projects? Music Entrepreneur, actor and film producer, Jackky Bhagnani told ETimes, "Not really, because theatrical releases are what create stars in the first place, especially in India. Unless you're a singer or pop star whose fame is built outside of cinema, most performers become household names through films. That theatrical presence is what gives them the platform to do live shows, tours, or appearances. So it’s not an either-or situation; both go hand in hand and complement each other."
Star-Studded Performances Captivate Audiences
The year was marked by high-profile music festivals and concerts featuring both international and domestic artists. Notable events included:
Lollapalooza India 2024
Featuring the Jonas Brothers, Sting, OneRepublic, and Anoushka Shankar, this festival drew massive crowds to Mumbai's Mahalaxmi Racecourse.
Ed Sheeran and Diljit Dosanjh's Collaboration
This unique blend of global and local talent set new records and raised the bar for cross-cultural performances in India.
Maroon 5's Weekday Concert
The band's performance in Mumbai on a Tuesday filled up the Mahalaxmi Racecourse, proving that weekday concerts appeal to Indian fans.
These events underscore the magnetic pull of live entertainment, attracting diverse audiences and fostering a vibrant music tourism culture across India.
Economic Impact and Consumer Willingness to Spend
The live music industry in India is poised to become a Rs 1,000 crore business by 2025. This growth is fueled by an increasing number of concerts and a willingness among consumers to spend on premium live experiences.
According to EY report, ticket prices for concerts vary widely, with some premium experiences commanding prices upwards of Rs 75,000. For instance, Arijit Singh's concert in Kolkata reportedly offered tickets ranging from Rs 2,500 to Rs 75,000, depending on the seating category. The demand for such events highlights the booming Indian concert industry growth and consumers' prioritization of memorable experiences.
Jackky on balancing investments, "I think concerts and theatrical releases are completely different mediums and need to be viewed that way. As a group, we’ve diversified ourselves—beyond films, we’ve ventured into large-scale events like Entertainer No.1 in Qatar and the IL T20 opening ceremony. This is just the beginning for us. We're exploring all formats of media and entertainment, but one doesn’t take away from the other. Each serves a unique purpose, and the investment depends on what the format demands. "
Bollywood's Struggles Amidst Changing Preferences
While the live entertainment industry soars, Bollywood is grappling with a downturn. In 2024, Hindi cinema's box office collections dropped from Rs 5,380 crore in 2023 to Rs 4,679 crore, reflecting a 13 percent decline.
According to Ormaxmedia.com, several factors contribute to this slump:
Over-Reliance on Dubbed Films
Dubbed versions of South Indian films accounted for 31 percent of Hindi box office collections, highlighting a dependence on external content.
Decline in Original Hindi Films
Original Hindi-language films suffered a 37 percent drop in collections, showing a growing disconnect with audiences.
Reduced Footfalls
Attendance for Hindi films dropped by 16 percent in 2024, amounting to 23 crore compared to 27.5 crore in 2023.
Additionally, rising production costs and a lack of compelling storytelling have resulted in cautious, formulaic content from many filmmakers.
As a producer, Bhagnani added, "As a producer, we’re now more focused on stories that bring spectacle, emotional depth, and cultural relevance—projects that turn a film into a full theatrical experience. That shift is already happening and will only grow stronger."
The Shift in Entertainment Consumption
The data indicates a substantial change in entertainment consumption patterns in India, especially among Gen Z and millennials. This shift is driven by:
Desire for Unique Experiences
Live concerts offer immersive experiences that traditional cinema may struggle to replicate.
Access to Global Talent
International artists such as Coldplay, Ed Sheeran, and Maroon 5 touring India have opened new doors for fans.
Social Media Influence
Sharing live event experiences on platforms like Instagram and YouTube adds to the appeal and creates viral moments.
Jackky shared his thoughts on the evolving demand for theatrical experiences. He said, "I believe we’re definitely moving in that direction. Especially post-pandemic, there’s been a noticeable shift in audience behaviour, they want to be at places where there is an experiential event. Whether it’s a concert, a film, a restaurant, or even a day out, people want to invest their time in something immersive and memorable. Concerts, of course, rank high on the experiential scale, which is why we’re seeing such rapid growth in that space. But cinema is catching up. Filmmakers are increasingly focused on whether a film can offer that larger-than-life experience, and we’re already witnessing that shift. I believe this trend will only grow stronger in the near future."
Conclusion
The rise of live entertainment in India signifies a transformative period in the country's entertainment scene. While Bollywood remains a significant cultural force, the growing preference for concerts and live experiences indicates a clear diversification of audience interest. For Bollywood to reclaim its dominance, innovation, audience engagement, and bolder storytelling will be essential.
As we move into 2025, the battle between Bollywood vs live entertainment is not about replacement, but coexistence—with audiences now demanding more meaningful, memorable, and diverse forms of entertainment.
A Booming Live Entertainment Landscape
In 2024, India's live entertainment sector experienced remarkable growth. BookMyShow, a leading ticketing platform, reported hosting over 30,687 live events across 319 cities, marking an 18 percent increase compared to the previous year, according to EventFAQS.com. This surge in live entertainment in India isn't confined to metropolitan areas; Tier-2 cities like Kanpur, Shillong, and Gandhinagar witnessed a staggering 682 percent growth in live events, indicating a democratization of entertainment access across the country.
The trend is further evidenced by the increasing number of fans traveling outside their cities to attend concerts. For instance, over 477,393 fans reportedly journeyed to different cities for live music events, with Coldplay's 'Music of the Spheres' World Tour in Ahmedabad attracting attendees from over 500 cities and 28 states, according to ey.com.
Is there a concern that stars might start prioritizing live tours or appearances over traditional film projects? Music Entrepreneur, actor and film producer, Jackky Bhagnani told ETimes, "Not really, because theatrical releases are what create stars in the first place, especially in India. Unless you're a singer or pop star whose fame is built outside of cinema, most performers become household names through films. That theatrical presence is what gives them the platform to do live shows, tours, or appearances. So it’s not an either-or situation; both go hand in hand and complement each other."
Star-Studded Performances Captivate Audiences
The year was marked by high-profile music festivals and concerts featuring both international and domestic artists. Notable events included:
Lollapalooza India 2024
Featuring the Jonas Brothers, Sting, OneRepublic, and Anoushka Shankar, this festival drew massive crowds to Mumbai's Mahalaxmi Racecourse.
Ed Sheeran and Diljit Dosanjh's Collaboration
This unique blend of global and local talent set new records and raised the bar for cross-cultural performances in India.
Maroon 5's Weekday Concert
The band's performance in Mumbai on a Tuesday filled up the Mahalaxmi Racecourse, proving that weekday concerts appeal to Indian fans.
These events underscore the magnetic pull of live entertainment, attracting diverse audiences and fostering a vibrant music tourism culture across India.
Economic Impact and Consumer Willingness to Spend
The live music industry in India is poised to become a Rs 1,000 crore business by 2025. This growth is fueled by an increasing number of concerts and a willingness among consumers to spend on premium live experiences.
According to EY report, ticket prices for concerts vary widely, with some premium experiences commanding prices upwards of Rs 75,000. For instance, Arijit Singh's concert in Kolkata reportedly offered tickets ranging from Rs 2,500 to Rs 75,000, depending on the seating category. The demand for such events highlights the booming Indian concert industry growth and consumers' prioritization of memorable experiences.
Jackky on balancing investments, "I think concerts and theatrical releases are completely different mediums and need to be viewed that way. As a group, we’ve diversified ourselves—beyond films, we’ve ventured into large-scale events like Entertainer No.1 in Qatar and the IL T20 opening ceremony. This is just the beginning for us. We're exploring all formats of media and entertainment, but one doesn’t take away from the other. Each serves a unique purpose, and the investment depends on what the format demands. "
Bollywood's Struggles Amidst Changing Preferences
While the live entertainment industry soars, Bollywood is grappling with a downturn. In 2024, Hindi cinema's box office collections dropped from Rs 5,380 crore in 2023 to Rs 4,679 crore, reflecting a 13 percent decline.
According to Ormaxmedia.com, several factors contribute to this slump:
Over-Reliance on Dubbed Films
Dubbed versions of South Indian films accounted for 31 percent of Hindi box office collections, highlighting a dependence on external content.
Decline in Original Hindi Films
Original Hindi-language films suffered a 37 percent drop in collections, showing a growing disconnect with audiences.
Reduced Footfalls
Attendance for Hindi films dropped by 16 percent in 2024, amounting to 23 crore compared to 27.5 crore in 2023.
Additionally, rising production costs and a lack of compelling storytelling have resulted in cautious, formulaic content from many filmmakers.
As a producer, Bhagnani added, "As a producer, we’re now more focused on stories that bring spectacle, emotional depth, and cultural relevance—projects that turn a film into a full theatrical experience. That shift is already happening and will only grow stronger."
The Shift in Entertainment Consumption
The data indicates a substantial change in entertainment consumption patterns in India, especially among Gen Z and millennials. This shift is driven by:
Desire for Unique Experiences
Live concerts offer immersive experiences that traditional cinema may struggle to replicate.
Access to Global Talent
International artists such as Coldplay, Ed Sheeran, and Maroon 5 touring India have opened new doors for fans.
Social Media Influence
Sharing live event experiences on platforms like Instagram and YouTube adds to the appeal and creates viral moments.
Jackky shared his thoughts on the evolving demand for theatrical experiences. He said, "I believe we’re definitely moving in that direction. Especially post-pandemic, there’s been a noticeable shift in audience behaviour, they want to be at places where there is an experiential event. Whether it’s a concert, a film, a restaurant, or even a day out, people want to invest their time in something immersive and memorable. Concerts, of course, rank high on the experiential scale, which is why we’re seeing such rapid growth in that space. But cinema is catching up. Filmmakers are increasingly focused on whether a film can offer that larger-than-life experience, and we’re already witnessing that shift. I believe this trend will only grow stronger in the near future."
Conclusion
The rise of live entertainment in India signifies a transformative period in the country's entertainment scene. While Bollywood remains a significant cultural force, the growing preference for concerts and live experiences indicates a clear diversification of audience interest. For Bollywood to reclaim its dominance, innovation, audience engagement, and bolder storytelling will be essential.
As we move into 2025, the battle between Bollywood vs live entertainment is not about replacement, but coexistence—with audiences now demanding more meaningful, memorable, and diverse forms of entertainment.
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