Made in Pakistan
Islamabad
In Pakistan, listeners are exploring more music than ever before—moving across genres, generations, and languages in ways that are reshaping how music is discovered and experienced.
Five years since its launch in the country, Spotify is marking a milestone defined not just by growth, but by a shift in how deeply audiences are engaging with music.
Since 2021, Spotify has become an integral part of how music is experienced in Pakistan. Over this period, listenership on the platform has grown by more than 750%, while listeners have created over 15 million user-generated playlists, highlighting how actively audiences are curating and shaping their own music journeys.
This shift is also reflected in listening behavior. Today, the average Spotify listener in Pakistan streams more than 140 different artists per year, pointing to a highly discovery-driven audience where exploring new music is the norm.
A Diverse and Evolving Sound
From Pakistani hip hop, Pakistani pop, and qawwali to regional sounds, listeners in Pakistan are embracing a wide range of genres, reflecting a music culture that blends tradition with contemporary influences and continues to evolve rapidly.
As listening becomes more diverse, more listeners are discovering and engaging with Pakistani artists, with local music continuing to grow on Spotify.
Since 2021, total plays of Pakistani artists on the platform have grown more than sevenfold, pointing to a deeper connection between audiences and homegrown talent.
The artists defining this moment reflect that growth. From contemporary voices like Talha Anjum, Umair, and Hasan Raheem, to enduring icons such as Atif Aslam and Nusrat Fateh Ali Khan, listeners are moving seamlessly between new and legacy sounds—highlighting the breadth of Pakistan’s musical identity.
Similarly, tracks like “Jhol” by Maanu and Annural Khalid, “Pal Pal” by Afusic and AliSoomroMusic, “Wishes” by Hasan Raheem, Umair, and Talwiinder, “Bikhra” by Abdul Hannan and Rovalio, and “Maand” by Bayaan, Hasan Raheem, and Rovalio have emerged as defining songs of the streaming era.
