Archive · 27 Jan 2026
YouTube's Shift Impacts Indian Music Labels
YouTube is changing how it shows videos, focusing more on short clips and other types of content instead of just music.
This has made it harder for Indian music companies to earn money from ads.
Some music is still doing well, like the soundtrack for the movie Dhurandhar.
YouTube says it wants all creators to do well, but music companies are now trying new ways to make money, like working with other creators and using data to market their music better.
They are also looking at other platforms to reduce their dependence on YouTube.
YouTube's shift to long-form and Shorts content has led to a 20–30% drop in advertising income for Indian music labels.
The soundtrack for the action hit Dhurandhar is an exception, performing well across platforms.
YouTube's algorithm prioritizes engagement-driven content, affecting music discovery and reach.
Music labels are recalibrating strategies, focusing on data-led marketing, Shorts, and creator collaborations.
YouTube paid over $8 billion to the global music industry from July 2024 to June 2025, emphasizing its commitment to music partners.
- Who
- Indian music labels and YouTube
- What
- Decline in advertising income for music labels due to YouTube's content shift
- When
- Recent months, with a focus on future strategies
- Where
- India, with global implications
- Why
- YouTube's algorithm and content strategy prioritize engagement-driven, short-form content
- Advertising Income Drop
- 20–30%
- Exceptional Soundtrack
- Dhurandhar
- YouTube's Focus
- Long-form, creator-led content and Shorts
- Music Licensing Platform
- Hoopr
- YouTube's Payout to Music Industry
- $8 billion (July 2024 - June 2025)