Five years ago, Spotify arrived in Pakistan, opening a new chapter in the country’s music scene. Since then, local listeners have explored across genres, generations, and languages—reshaping how music is discovered, shared, and enjoyed.
Since launch, Spotify listenership has grown by more than 750% in Pakistan, while fans have created over 15 million playlists, a sign that many are keen to curate and shape their own music journeys. Spotify listeners in Pakistan are also driven by discovery, streaming more than 140 artists a year on average.
As we celebrate this anniversary, take a look at the music and listening trends that have defined Pakistan’s streaming culture over the past five years.
What’s trending
More fans than ever are discovering Pakistani artists. Since 2021, streams of Pakistani artists have grown more than sevenfold, reflecting a strong connection between local listeners and homegrown talent.
From Pakistani hip-hop and pop to qawwali and regional sounds, fans are hitting play across genres that blend traditional sounds with contemporary influences. That eclectic mix shows up in Pakistan’s top artists, including contemporary voices like Talha Anjum, Umair, and Hasan Raheem, alongside enduring icons like Atif Aslam and Nusrat Fateh Ali Khan.
Meanwhile, tracks like “Jhol,” “Pal Pal,” “Wishes,” “Bikhra,” and “Maand” have emerged as defining songs of Pakistan’s streaming era.
Local artists are finding new avenues to success
Over the past five years, the number of Pakistani artists on Spotify has increased nearly 75%, as more creators enter the music industry and reach audiences both home and abroad.
This momentum is being shaped in part by our continued investment in Pakistani music. Playlists like Pakka Hit Hai have become a go-to destination for the country’s biggest contemporary hits, while ICON Pakistan celebrates the legacy of Pakistan’s most influential artists.
Initiatives like RADAR Pakistan, EQUAL Pakistan, and Fresh Finds Pakistan have also helped emerging voices break through while supporting established talent to reach new audiences.
“Music has always been at the heart of culture in Pakistan, but what we’re seeing now is a new level of connection,” said Rutaba Yaqub, Spotify’s Artist & Label Partnerships Manager for Pakistan & UAE. “Listeners are exploring more, discovering faster, and showing up for homegrown artists. From emerging voices to iconic legends, there’s a real momentum behind Pakistani music today, and it’s exciting to see how that continues to grow.”
Stream Made in پاکستان to explore the tracks that defined the past five years.
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