Growth of Global Markets and Streaming Means More Opportunity for Indie Artists

Growth of Global Markets and Streaming Means More Opportunity for Indie Artists

Updated: November 4, 2025

The global music industry continues to present expanding opportunities—especially for independent creators and the sponsors that partner with them. According to the IFPI Global Music Report 2025, recorded‑music revenues reached about US$29.6 billion in 2024, representing growth of approximately 4.8 % from the previous year.

What stands out in that global figure is where the fastest‑growing regions are. For instance:

  • Middle East & North Africa (MENA): +22.8 % growth in 2024.
  • Sub‑Saharan Africa: +22.6 % growth in 2024.
  • Latin America: ~+22.5 % growth in 2024.
Why it matters: These rates far exceed the global average—signaling that a meaningful share of the music industry’s future growth is coming from outside the traditional major markets.

What This Means for Independent Artists

The independent artists market is also expanding rapidly. A recent market outlook estimates the segment at USD 160.6 billion in 2025, with a forecast to reach about USD 219.9 billion by 2030. This underscores that independent creators are not just a niche—they are central to the creative economy’s growth.

  • There is room to expand internationally—it’s not just about your home country. With Latin America, Africa, and the Middle East showing strong momentum, your audience can be global from the start.
  • Streaming still dominates the revenue model, but other income streams—physical merchandise, live performances, licensing, and direct‑to‑fan—are growing in relevance. Plan your release and promo calendars with this mix in mind.

What This Means for Sponsors & Brands

  • Partnering with indie artists globally gives access to growth markets—not just saturated ones. For example, emerging markets across Latin America, Africa, and Asia are expanding quickly and offer fresh audiences.
  • Indie artists often operate with more flexibility and authenticity, enabling local‑first campaigns that resonate in fast‑growing regions.

Practical Global Strategies

  • Lean into regional growth stories. Emphasize how emerging music scenes—from Mexico City to Lagos to Riyadh—are shaping the next wave of streaming trends.
  • Adapt your strategy to each market. Local language, cultural nuance, and platform choice make a huge difference. Latin America favors short‑form and mobile content, while MENA’s boom comes from subscription streaming and digital events.
  • Cross‑border collaborations. Pair creators from different regions for cross‑pollination and exposure to new audiences.
  • Localization > translation. Go beyond translating lyrics or captions—adapt creative concepts to fit cultural context and humor.

Business Model Implications

  • Streaming remains the engine of growth. Subscription streaming continued to drive revenue expansion in 2024.
  • Physical isn’t dead. Vinyl and collectibles keep pockets of demand alive—even as CDs soften in many markets.
  • Diversify your revenue stack. Pair streaming with merch, sync/licensing, live, and direct‑to‑fan memberships to build resilience.

Bottom Line

The global music industry is in sustained growth and transformation. The headline number of US$29.6 billion for 2024 underscores momentum, but the real story is where growth is accelerating—Latin America, Africa, the Middle East, and Asia. For indie creators, that means the world is bigger than home. For sponsors, it means global partnerships with indie talent open doors to fast‑growing audiences. For both, the winning playbook is a diversified, region‑savvy model: streaming + merch + live/licensing + localized campaigns.

Whether you’re an artist in Berlin, Lagos, São Paulo, or Seoul—or a brand scouting creators across continents—the growth waves are out there, and the opportunity is yours to ride.