Mumbai: EY-Parthenon (EY-P), the leading strategy consulting firm and BookMyShow Live, the live entertainment experiential division of BookMyShow, India’s leading entertainment destination, have released a comprehensive report, titled ‘India’s rising concert economy: Coldplay’s Ahmedabad tour sets the blueprint for India’s next cultural boomtowns’. It captures the sweeping economic, cultural, workforce, sustainability and tourism impact of live entertainment in India, following India’s largest-ever live entertainment spectacle – Coldplay’s two-night ‘Music Of The Spheres’ concerts in Ahmedabad, produced and promoted by BookMyShow Live. Together, EY-Parthenon and BookMyShow Live have developed a scalable framework to assess the broader value of live entertainment. The report moves beyond numbers, shaping a data-driven, actionable blueprint that reimagines what live entertainment can mean for Indian cities beyond metros. It offers a tangible model to Indian cities, state governments and industry stakeholders for integrating culture, infrastructure and commerce through globally benchmarked live experiences.
The report serves as a roadmap for cities like Chennai, long recognised for its rich music culture, to transform into premier live entertainment destinations through focused investment in infrastructure, tourism and public facilities. As highlighted in BookMyShow’s annual entertainment consumption report Throwback 2024, the consumption of live events grew by 28% in Chennai in 2024. The city’s growing prominence was further underscored by global superstar Ed Sheeran’s recent +–=÷x Tour, which included Chennai as part of a landmark six-city India tour in February 2025, signalling its emergence as a vibrant market for both international and Indian artists.
In a significant endorsement of India’s growing concert economy, Prime Minister Narendra Modi during his address at the Utkarsh Odisha – Make in Odisha Conclave 2025 said, “In a country with such a rich heritage in music, dance and storytelling, with such a large pool of youth and a massive consumer base for concerts, there are vast opportunities for the concert economy. In the past decade, both the trend and demand for live events have grown. You must have seen the incredible images from the Coldplay concerts in Mumbai and Ahmedabad in recent days. This is proof of how much scope live concerts have in India.”
Speaking on the report, Raghav Anand, Partner and Leader – Digital, Media and Convergence, EY-Parthenon, said, “As we witness the dynamic growth of India’s live entertainment sector, which has surpassed the INR 12,000 crore mark in 2024 and is projected to grow at a robust CAGR of around 19% over the next three years, the increasing consumer spends are fueling this transformative journey. This surge in consumer enthusiasm for world-class events reflects not just a rising disposable income but an evolving cultural fabric that craves immersive experiences. The economic potential of this sector is tremendous, creating a ripple effect across allied industries and fostering opportunities for creators and local professionals alike.”
“Coldplay’s Music Of The Spheres shows in Ahmedabad marked a watershed moment in India’s entertainment economy. Hosting one of the world’s biggest bands at the world’s largest cricket stadium, with over 111,000 fans each night meant reimagining what’s possible in India. This report serves as an archetype for other states to unlock the immense potential of the concert economy and enable the live entertainment industry to be a wealth generator for the country. Together with EY, we’ve been able to articulate how a single concert can spark a chain reaction for India’s next cultural boomtowns – economically and culturally. A collaborative approach between industry stakeholders and government authorities to streamline regulations will continue to play a big role in realising this untapped potential”, said Anil Makhija, COO – Live Entertainment & Venues, BookMyShow.
Moving from perception to proof, the report delivers compelling evidence of entertainment’s
transformative economic potential including:
One historic tour, a giant leap for India’s live entertainment future!
The concert delivered significant economic windfall, generating an estimated economic impact of ₹641 crore in total including a direct boost of ₹392 crore to Ahmedabad’s economy, with significant spending on accommodation, transport, dining and retail. It also contributed ₹72 crore in GST revenue to the Government of India, underlining its powerful fiscal impact. Coldplay’s ‘Music Of The Spheres’ concerts catapulted Ahmedabad onto the global entertainment stage, drawing visitors from over 500 cities spanning all 28 states and 5 union territories. When 222,000 music fans descended on Ahmedabad for Coldplay’s historic performances, they brought more than just their love for music – they unleashed an economic ripple that is still making waves.
Tourism transformed: Ahmedabad hits fast-forward on becoming a global cultural
destination
Rail networks were pushed to capacity, with BookMyShow Live partnering with Western Railway to introduce special superfast trains between Mumbai and Ahmedabad. The city’s airport handled an extraordinary 138,000 travellers during the three-day window, including a record-breaking 47,000 arrivals on the first concert day while the local metro system shattered all previous passenger records, demonstrating how a single event can stress-test and validate a city’s entire transportation infrastructure. Room rates that typically hover around ₹15,000 even during peak season soared to ₹50,000 – ₹90,000, within just 48 hours of the concert announcement. This price surge demonstrated how strategic entertainment investments generate immediate adjacent cross-sector returns while showcasing Ahmedabad’s infrastructure resilience, creating seamless, world-class visitor experiences and sustainable, long-term growth opportunities.
Beyond the immediate economic impact, the concert fundamentally reshaped perceptions of Ahmedabad’s cultural narrative and as an entertainment destination. Over 80% of attendees shared a positive outlook on the concert experience, with 39% expressing confidence in the city’s preparedness to host large-scale events and 29% hoping to see more such concerts in Ahmedabad. The shift in perception was striking – 78% of surveyed attendees now view Ahmedabad as a major concert city, and two-thirds (66%) expressed strong willingness to return.
The concert also drove cultural and economic discovery, with more than one-third (36%) of attendees exploring local attractions and 38% engaging in local shopping, unlocking exposure to the city’s rich heritage and commercial offerings. The demographic reach was equally significant – nearly 8 in 10 attendees (79%) were under the age of 35, reflecting a powerful resonance with younger audiences who typically drive entertainment spending.
Massive economic multiplier effect
Key insights from BookMyShow’s survey of over 2,800 attendees highlight the concert’s significant role in promoting Ahmedabad reveal an extraordinary economic multiplier: for every ₹100 spent on concert tickets, attendees contributed an additional ₹585 towards services like hospitality, travel, local shopping and dining, creating a substantial ripple effect across the economy. Half of all attendees surveyed (50%) extended their visit beyond the concert, staying for more than one night and further boosting the local hospitality sector. The event sparked significant retail activity, especially among younger demographics, introducing local artisans, handicrafts and culture to a new generation of consumers as 71% of these shoppers were under 28 years old.
The employment impact was equally substantial, with the event creating thousands of temporary positions across multiple sectors, powered by 15,000 personnel – including BookMyShow Live, Coldplay’s crew, government authorities and volunteers. Around 9,000 of the total workforce was from Ahmedabad underscoring the event’s direct contribution to local employment.
Lessons in large-scale event management
The event prioritised accessibility, with inclusive infrastructure and planning that ensured a smooth experience for fans with disabilities – from entry to seating, viewing zones and facilities. The concert also set new benchmarks for environmental responsibility in the entertainment sector. An impressive 34,000+ kilograms of waste, i.e. 95% of all waste generated, was diverted from landfills, over 100,000 biodegradable, rice husk cups were distributed for hydration, replacing single-use plastic and ~70% of LED bands were returned and reused for subsequent shows.
Transforming a cricket stadium into a world-class concert venue required meticulous planning and state- of-the-art infrastructure. The Narendra Modi Stadium, primarily built for sport, was optimised for an event of this scale through the deployment of specialised pitch and turf protectors to preserve the field of play, ensuring it remained match-ready post-event. World-class crowd management and safety protocols were implemented to efficiently handle the massive influx of fans, ensuring smooth ingress and egress without compromising on safety.
The encore: A blueprint for the future of India’s live entertainment ecosystem
India’s live entertainment ecosystem can thrive through strategic Public-Private Partnerships (PPPs) that drive infrastructure development and streamline event approval processes. Establishing a PPP Facilitation Unit and offering incentives such as tax reliefs and expedited permits can foster collaboration between public and private sectors.
Simplifying regulatory frameworks through a Single-Window Clearance Portal and enhancing inter-departmental coordination will make it easier to host global events. States that focus on improving the ease of doing business, through supportive policies, faster approvals and transparent governance can accelerate this transformation, while recognising the long-term benefits of such events. These include job creation, tourism growth and increased state revenue, ensuring sustained support for future productions.
The Coldplay tour exemplified this, where extraordinary coordination between organisers and government authorities showcased India’s readiness to host world-class entertainment at scale. This behind-the-scenes symphony of logistics, executed with clockwork precision, sets new benchmarks for future international productions. Furthermore, cultivating policies that attract world-class talent and investing in multi-purpose venues with modern facilities and improved accessibility are key to establishing India as a premier destination for live entertainment. As India stands on the cusp of a cultural renaissance, the report urges governments, private stakeholders, and urban planners to view live entertainment as a strategic lever for economic growth, soft power and global relevance.
India is no longer on the sidelines of global entertainment, but centre stage and this report is a roadmap to cementing the country’s place there.
